However, in the actual implementation process, it is found that the persona positioning of industry experts "has content but no orders" because customers need products/services that solve problems. Professionalism is one part of solving problems, but not all. Overly professional persona positioning will create a sense of distance with customers, causing me to learn from your circle of friends but may go to other people's circle of friends to place orders.
In designing persona positioning, you can refer to this japan phone number template tool. Take the business scenario of a hardware and building materials procurement platform as an example.
Persona positioning first solves the key questions of "who am I", "what problems can I solve", and "why do customers trust me". If you have worked on products, you must be familiar with this. This is a question that must be answered for product value positioning. At the same time, I divide the sales persona into functional attributes, service attributes, marketing attributes, and value attributes. In this aspect, we have always believed that the "expert-type" persona is functional attributes + value attributes, lacking service attributes and marketing attributes. When applying this template to design a persona, the focus is on the service provided by the salesperson rather than the corporate brand.
This is also mentioned at the beginning of the persona positioning part.
The sales persona positioning is "an independent individual with independent business awareness who provides customers with overall value services." . How to reflect the persona positioning circle of friends infrastructure After finding the persona positioning, the next step is to reflect the persona through the circle of friends infrastructure. WeChat/enterprise WeChat's circle of friends provides a promotion point. The circle of friends cover avatar + nickname personal profile top content of the circle of friends. Let's compare the difference between the decoration of the traditional sales circle of friends and the decoration of the consultant-style sales circle of friends.