Ashley Creech

The Challenge: Defining a Transformative Seller Experience

Transforming the seller experience is more than just a shift in processes; it’s about understanding the daily rhythms, challenges, and motivations of those on the front lines. To bring this vision to life, we needed to craft an offering that could resonate with sellers and serve as a guiding framework for both internal and client use. This required blending existing content with fresh insights to shape an offering that would resonate across seller roles and needs.

The Underlying Issues

• Fragmented Insights: With limited consolidated information on the seller experience, the team needed to source new insights directly from sellers to create authentic personas and scenarios.
• Aligning Vision with Reality: Bridging the gap between the executive team’s vision and the day-to-day experiences of sellers required a nuanced approach to content development.
• Adaptability for Evolving Use: The deck needed to be structured flexibly to evolve from an internal knowledge tool into a client-facing asset, necessitating a strategic blend of detailed content and high-level messaging.

The Solution: A Seller-Centric Knowledge Deck

Working closely with a colleague, I established a foundational outline for the knowledge deck, identifying the need for authentic, seller-focused personas and scenarios. Through interviews with real sellers, I gathered actionable insights that informed every aspect of the deck, from personas to day-in-the-life scenarios, crafting a vision that aligned with the experiences and expectations of sellers across the organization.

How I helped

• Persona Development: Created detailed personas based on interview insights, capturing the diverse roles, challenges, and motivations within the seller community.
• Scenario Building: Developed day-in-the-life scenarios to provide a tangible view of the seller experience, demonstrating how the transformation offering could enhance everyday tasks.
• Content Integration: Seamlessly blended existing content with new findings, crafting a deck that balanced practical insights with strategic vision.
• Collaboration & Communication: Worked closely with team members to refine the deck’s structure and content, ensuring it would serve both internal and eventual client-facing needs.

The outcome

The knowledge deck established a cohesive foundation for understanding the seller experience, positioning it as a powerful resource for both internal alignment and potential client engagement. By incorporating real-world insights and adaptable content, the deck created a compelling, seller-centered narrative that aligned closely with the company’s vision for transformation.