Amanda NorthcuttFounder & CEO | Keynote Speaker, LevelUp · B2B sales as a solo is HARD. I’ve got you. I help consultants & coaches sell high-ticket services comfortably & confidently, while enjoying consistent, predictable revenue | Founder & CEO | Speaker |

Why Real Customer Profiles Beat Traditional Personas

16 Nov 2024 · 1 min

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In this brief dialogue, Speaker A argues against the use of fictional customer personas, describing them as a nice but impractical device. Instead, they advocate for "real customer profiles" built from direct customer input, which include a buyer journey, actionable recommendations, and are presented in a concise, typically five‑page format rather than lengthy 30‑page reports. Speaker B responds by highlighting the emotional and professional reward of delivering such clear, affirming insights to clients, emphasizing how impactful the feedback can feel for both the provider and the recipient.

Chapters

So I don't believe in customer personas because I think they are a nice fictional device that's not necessarily all that useful. So I produce what I call a real customer profile that lists things that the customers have actually told me. So they get that, they get a buyer journey, they get some recommendations. And even though I love writing 30-page reports, I was told very early on that nobody wants to read them. Very sad for me, but so everything is, you know, try and put as much as I can on one page. So they only end up with about 5 pages of data at the end.
Man, what a gift to be able to give someone who, like you're saying, maybe has not been told how amazing or brilliant or wonderful or impactful that they are. That's really, really got to be so incredibly rewarding for you and for the person on the receiving end of that.