Know the human.

You are not selling to a company. You are selling to people deciding on its behalf, each with their own targets, doubts and reputation at stake. Most personas are written from the inside out: a guess about who buys, dressed up in job titles. Most value propositions are written in your vocabulary, so the buyer has to translate them into theirs.

Ours start with conversations. We speak to the people who bought, the people who nearly bought and the people who chose someone else. We come back with what each one was really weighing up, what they are actually comparing you with (including doing nothing), and how they move from first contact to signature. Then we write your proposition back to them in their own words.

The question

“Do you understand me, not just my company?”

Buying personas

Understand the needs, ambitions and pain points of each person in the buying group: what they are accountable for, what a win looks like from where they sit, and who can quietly kill a deal.

Value proposition

Say why you matter to each buyer, in their terms and against what they are really comparing you with: rivals, incumbents, an in-house build or doing nothing at all.

Buying journey

Map how your customers actually decide, step by step, and who is involved at each point, from first contact through to renewal, described from the buyer’s side.

What changes

Your team stops selling to a job title and starts talking to a person whose problem they can describe out loud, in the buyer’s own words.

In short

Personas built from real buyer conversations, a value proposition for each that stands up against the competition, and a map of the buying journey your team can sell to.