You are in business to serve your market’s needs. To do this, it is necessary to see various story situations where you could solve a common challenge for your ideal prospect via your product or service. Once you can map out situations and repeatedly promote your solution to their problem, you see each sales situation. By identifying the different situations (market segments) all needing the same solution, you see how to vary your sales approach for each situation.

See Sales Situations Through Customer Avatar Eyes

Here’s an example of what I mean. Suppose you sell an MP3 self-hypnosis program that naturally helps people sleep in the same area with people who snore. Imagine the different situations where your program could solve this ONE unique problem. The first step in this process is writing out sleepless scenarios due to someone snoring. Here are 5 example scenarios:

  1. Active duty military men sleeping near other men who snore
  2. Men who go camping with their hunting buddies who snore
  3. Married couples where one partner snores
  4. Families with a dog that snores
  5. People with allergies who snore as they sleep

Use Customer Avatar Details That Speaks to Each Market Audience Scenario

The next step is writing out each negative feeling the prospect is feeling (a). The third step is writing out what is wanted by the prospect (b). In your sales approach, use details in (a) and (b) to market to that segment. These are examples of customer avatar details. They can help you know what to address as most important to your ideal prospect.

As a brief summary for each persona or avatar in the five example story situations, I’ve finished the exercise. See how you can use these details to let your market know you can help them solve their problem?

1) Active duty military men sleeping near other men who snore
a) The military member kept awake by someone snoring feels frustrated, irritated, angry
b) The ideal prospect wants to find a way to sleep so that the snoring sound no longer keeps the soldier, sailor, airman or marine awake

2) Men who go camping with their hunting buddies who snore
a) The hunter feeling annoyed and repeatedly awakened by a deeply sleeping and snoring hunter feels angry, irritated, frustrated about being unable to sleep
b) The ideal hunter prospect wants to find a simple, quick and easy way to sleep so that the loudest snoring hunter no longer bothers the lighter sleeping hunter

3) Married couples where one partner snores
a) The person tossing and turning (probably the wife or female partner) feel sun happy sleeping in another room instead of next to her mate
b) The female partner wants to find a simple, quick and easy solution to sleep and snuggle next to her mate

4) Families with a dog that snores
a) The family members feel annoyed due to being repeatedly awakened by a deeply sleeping and snoring dog in the house
b) The ideal prospect wants to find a simple, quick and easy way to sleep and keep the snoring dog as a family pet instead of getting rid of it because they love their dog

5) People with allergies who snore as they sleep
a) The person with allergies who can’t breathe well AND snores feels frightened, angry, irritated, frustrated about being unable to sleep and breathe
b) The ideal prospect for your program wants to find a simple, quick and easy way to breathe, sleep and relax

See a situation through your customer avatar’s way of seeing things. Then, talk about those things that matter most to your ideal prospect. Understanding and addressing these details helps you improve sales conversions.