Meet “Ryan”

Meet “Ryan”.

“Ryan” is 27 years old and grew up in a middle class suburb playing high school basketball. He has been working in a SAAS business for the last two years. He has been doing sales since he got out of college, and he has finally found a company he kinda likes. He is the kind of salesperson who takes notes at meetings and always wants to get better. Despite this, he always seems to be in the middle of the pack. He knows something is off with the advice that he keeps getting, but he does not what that something is. “Ryan” keeps debating whether he should change to a different job or simply double down on what he is currently doing.

“Ryan” is not real. He is one of my customer avatars. He is the person I think of when I do blogs, podcasts, or work on my book. Before I hit record or publish I revisit what I created and ask myself if it will help “Ryan” out.

I have a few other customer avatars as well, but I feel like this one gets my point across.

If you are in sales, you need to spend time creating a customer avatar. I have gone as far as picking a stock image of “Ryan”. It is the picture you saw when you clicked on this blog. The blonde guy with glasses with the Macbook.

I do this for a reason. By knowing my ideal customer by name, he becomes a real person to me. I can now look into creating content and products that “Ryan” likes. I can speak directly to him and use language that relates to his emotional needs and wants.

I know that this sounds silly, but take the time to create your customer avatar. Think about what their childhood was like, their hobbies, and their daily schedule. Come up with as much backstory as you possibly can. Get to know your “Ryan” By doing so you can direct your ads and sales training to speak directly to him.

Do this with a few people. When you do roleplaying exercises, assume the roles of one of your ideal customers. Are you going to be “Ryan” the irritated SAAS salesman? Are you going to be “Jess” the small business owner? Do you want to be “Frank” the over-the-road trucker. Building this will help you think of the kind of customers you want to work with, and help you get excited when you meet them in person.