CRM, lead flow and sales techniques · Personas and positioning
Build personas from fifteen real conversations, and name the buyer you do not want.
A shared buyer persona workshop is a session where sales, marketing and service turn about fifteen customer interviews into one named profile per buyer type, plus a profile of the buyer you avoid. This page covers the interviews, the canvas, the ranking and the sign-off.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
A shared buyer persona workshop is a session where sales, marketing and service turn about fifteen customer interviews into one named profile per buyer type, plus a profile of the buyer you avoid. This page covers the interviews, the canvas, the ranking and the sign-off.
A Pune diagnostic lab has three kinds of buyer: the senior doctor who sends patients, the corporate HR manager who buys health-check packages, and the family elder who decides which lab the household uses. Marketing writes for the HR manager, the reps visit doctors, and the front desk deals with the elder. Each team thinks it knows the buyer and none of them has met the same one.
The workshop fixes that by starting outside the room. Recruit around fifteen interviewees across happy customers, unhappy ones, prospects who said no, and people who were referred. Tell each person upfront that this is a research chat and not a pitch, and get their consent on record. One interviewer asks the same twenty questions, asking why after each answer, until the answers stop surprising you. Then the three teams meet twice to build the canvas together.
In a family business, the family owner or elder may be a persona in their own right, because they approve spend without ever appearing in a meeting. Interview them if they will talk, and if not, interview the person who sits next to them.
This is separate from the single-team persona on the sales process pages. It needs at least a month, in the waiting.
Where this sits
Topic 2 of 13 in crm, lead flow and sales techniques: personas and positioning. One shared description of the buyer and the promise.
- The topic before
- Sales enablement and the marketing-sales agreement
- The topic after
- Inbound selling: identify
If you want this done for you
Write your marketing for the actual person who buys, not a guess about them.
The work
What this is actually like.
“Interview the people who left”
Happy customers tell you what you already believe. The prospect who chose a competitor and the customer who stopped reordering tell you what the persona is afraid of. Put at least four such people in the fifteen.
“Stop when answers repeat”
When the ninth interview gives you the same answers as the sixth, that persona is saturated, so move on. If the answers still surprise you at fifteen, you have more than one persona in the room.
“The negative persona saves hours”
Write one profile of the buyer who wastes your time: the one who wants a quotation for a price comparison and never orders, or who bargains on every invoice. The owner writes it, since the owner knows the cost.
“Consent first, always”
Tell each person why you are asking, that it is not a sales pitch, and how their words will be used. Ask before you record, and keep their name out of anything shared outside the workshop. Rules on personal data differ and change, so ask your own adviser if the interviews involve patients or minors.
What we do
What you end up with.
The documents this topic produces, what each one is for, and how you know it is finished.
Interview list and log
Name, role, relationship to you, date, consent given, and which question areas were covered. Fifteen rows, mixed as above.
Result: Finished when every row has consent recorded and at least four are people who did not buy.
Interview script
Twenty questions grouped under goals, challenges, where they look for information, how they shop and who else is involved, each followed by why.
Result: Finished when a second interviewer can run it and get comparable answers.
Persona canvas
One page per persona: goals, challenges, where they look, how they shop, direct quotes, objections, vocabulary and a one-sentence pitch. Give each a plain name.
Result: Finished when each canvas holds at least three quotes lifted word for word.
Persona ranking
Each persona scored one to five on budget, influence and fit with what you sell, and ranked.
Result: Finished when sales and marketing have agreed the order, not the averages.
Negative persona
One page on the buyer you do not want, with the signs that identify them early.
Result: Finished when the front desk can spot one in the first call.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Do we really need fifteen interviews?
Can we use a survey instead?
Who should run the interviews?
How do the personas get used afterwards?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Where to go next
The work that carries this topic further.
Services
The rest of personas and positioning
Or read all of crm, lead flow and sales techniques.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.