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Description
Personas, or the aggregation of individual customer characteristics and preferences into a unified archetype, are a proven way to inform the design of user experiences.
Somewhere along the line, B2B companies started to use the term and create "personas" to represent their customers with the idea that this information would be useful to salespeople in preparing for sales conversations.
When a salesperson picks up the phone or sits across the table from an executive, they are not talking to an aggregate persona, they are engaging with a buyer or buyers who want to be understood in their role and context.
To help, Forrester has developed a methodology for building role profiles that helps sellers prepare for a conversation with a person who has a scope of responsibilities and connections to colleagues and superiors. This webinar answers these questions to help you profile and map your buyers for sales success.
Agenda
- The changed economy has affected buyers faster than suppliers can keep up.
- What happens in a sales conversation, and why are role maps and role profiles so useful in defining buyers' information requirements?
- How do you incorporate role profiles and maps into your programs, so that the information is real enough for sales people to use?
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