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REACH Marketing Magazine - September/October 2017

PER SON I FI CA TION

PER SON I FI CA TION Building your customers’ buyer personas Now that consumers are fully tethered to social media and the internet with their buying habits, it’s time for brands to relax with their sales megaphones. Sellers have to tone down their sales talk and become skilled listeners engaged in a two-way conversation with the consumer. The buyer personas – the fictional and generalized representations of real people – are sitting at their computers ready to share intimate By Ray Glier THE BRAND THAT CAN DEVELOP AN ACCURATE PICTURE OF ITS BUYERS – EVEN IF IT IS ONE AT A TIME – HAS A POWERFUL TOOL BECAUSE NOW IT KNOWS WHAT IS ACTUALLY IMPORTANT TO ITS REAL CUSTOMERS. 6 REACH MAGAZINE SEPTEMBER/OCTOBER 2017

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