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Mike Lieberman, CEO and Chief Revenue ScientistMon, Nov 28, 2016 4 min read

How Do Personas Affect Sales Process? Here’s Why You Need to Know

{}Do you know who your leads are? You should. Even though your prospects aren’t buying from you yet, you need to understand who they are and what they want. This information can help you tailor your sales and marketing strategies to fit these people’s needs, which makes them more likely to buy from you. 

Still, you may ask: how do personas affect sales process? After all, these estimates cannot just lead to a sale to be effective. They must also offer faster deals and better terms for the organization. Personas may cause a prospect to partner with you, but if they take too long to reach a decision, you’ll still waste time and resources. So how can you use these tools to maximize your operating efficiency? 

This article will give you the answers. Read on to find out how buyer personas can enhance your company in miraculous ways.

They Put Buyers at the Centre of the Cycle

Customers don’t seek the same shopping experience that they once did. A few decades ago, salespeople could maintain much more control over a sales cycle’s direction. If they wanted to accelerate a sale, for example, they could apply more aggressive tactics. It was still risky, but it could lead to favourable results. 

Not anymore. The internet has given customers more control over the buying process, so overbearing salespeople won’t get very far. New selling methods need to demonstrate an understanding of this shift and incorporate new ways of dealing with it. Thankfully, buyer personas do just that. They help organizations learn more about consumers to serve their leads more efficiently. This puts an emphasis on the shopper’s needs and desires, creating a productive buying environment for them.

They Help You Understand Your Customers’ Behaviour

Of course, understanding a person’s identity has other advantages. An effective sales representative doesn’t just want to understand their customer’s product preferences, but also how they will respond to different tactics. Sales teams need to know where their clients sit in the buying cycle and what approaches will work best for their specific attitudes and circumstances. Personas enable professionals to ascertain this information, which allows them to adapt their strategies accordingly. If the data indicates that a consumer is just entering the buying cycle, for example, the sales team understands that they have to sell the lead on both their product and their company.

Your Content Changes According to the Personas You Target

Sales personas affect the sales cycle in numerous ways, but the entire effort starts with the marketing team. Customer relationship management (CRM) software collects data about customers from their activity on a website, and the marketing department uses this information, as well as other sources, to construct personas. While this is useful for salespeople, marketers can also use it to make their content more user friendly. If a team knows which consumers respond to its communications, they can tailor their content to attract desirable consumers. Whether this involves pivoting a strategy to attract more lucrative clients or simply fortifying a grip on an already established base, your marketing strategies can become so much more effective when you use buyer personas.

You’ll Sell Faster and More Often

When your team uses buyer personas to affect the sales process, it reaps major benefits. Not only will you attract more customers, but you also won’t have to nurture clients for long periods of time. Your company will generate more revenue while using fewer resources, boosting both efficiency and morale.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.