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September 30, 2010


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One of the obstacles to adopting buyer personas is the quality of the personas themselves. The "persona" by itself does not add much... it's the quality of the INSIGHTS about your prospect that matter.

I know of a company that spent $80K for a persona that essentially put a face and fancy slides around demographic info they already had!!!

We find that as little as $10K with some real smart probing can get to the insight that is the difference between an internal "ah-hah!" and a "whatever"...

I call this the KBI: Key Buying Insight. It's the one thing most important to know about this prospect to get them on your side. It's usually expressed in a single pithy sentence. The devil (or angel) is in the details, not the format!

Wayne, Good points. Thank you. Cheryl

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