3. Help Sales Sell With Empathy and Confidence
Sales enablement is about arming your front lines with the right messaging, materials, presentations and strategies to close more deals. But one common trap that derails many sales enablement plans is a myopic view of the world. We are really good at giving sales product-related messaging; to the point that we often forget their most critical skill is empathy. Personas should elicit that sense of being in the shoes of the buyer, and give sales a full and complete sense of what it’s like to be the person on the other end of the phone.
4. Become Accessible Across the Organization
It’s 10 a.m., do you know where your personas are? This phrase harkens back to the late-night PSAs that reminded parents to be watchful of their children, but has specific relevance to the sad, abandoned personas of the modern day. Don’t let your hard work result in a document living at the bottom of a desk drawer, or hidden deep within the company intranet. Marketers, if we want our teams to use these insights, we must make them easily accessible.
5. Unite and Unify Siloed Teams
One surprising, but very common issue we’ve found is that buyer insights are fragmented across businesses. Some teams have different pieces of the puzzle, but as a whole, the organization doesn’t agree on a common definition. To test this theory, walk down the hall and ask three various departments, “Who are our buyers?” You may hear three very different answers. This happens when businesses are operating under product-focused priorities without a common, unified view of the customer. Personas in this environment can unite functions, especially sales and marketing, when they are constructed in a collaborative way, and are used to represent one unified “truth” across the business.