Sales training is a slog if you’re not actually learning what helps you close deals. If you’re in charge of a sales team—or you’re just tired of recycled advice—this guide is for you. We’ll get into how to use persona analysis with Humantic to make your training more practical, not just another checkbox.
Why Bother With Persona Analysis?
Let’s get real: most sales training skips the actual people you’re trying to sell to. Instead, it’s scripts, objection-handling, and “always be closing.” But buyers aren’t all the same. Some want details, others just want the bottom line. If your team doesn’t know the difference, they’ll keep missing deals.
Persona analysis is about figuring out how someone thinks and why they respond the way they do. Humantic claims to automate this using AI and public data. There’s some real value here—if you don’t get sucked into personality-test theater.
Step 1: Get a Handle on What Humantic Actually Does
Before you throw this into your sales process, know what you’re getting. Humantic pulls personality insights from sources like LinkedIn, emails, and other data. It churns out a “persona” for a lead or account, with pointers on how to talk to them, what to avoid, and how they make decisions.
What’s good:
- Quick, structured info about leads (think: how direct to be, how much detail to give)
- Integrates into CRMs, so reps don’t need another tab open
- The advice is concrete in most cases, not fluff
What’s not:
- Not magic—AI guesses can be wrong, especially if data is thin or outdated
- Some reps may see it as “one more thing” to check, not a game changer
Pro tip:
Run a few Humantic persona reports on people your team already knows. See if the advice matches reality. If it doesn’t, don’t force it.
Step 2: Build Persona Analysis Into Your Training—Don’t Make It the Whole Show
Don’t toss out your current training. Instead, plug persona analysis into what you’re already doing. Here’s how to make it part of the routine:
- Role-play with personas: Instead of generic buyer role-plays, assign team members a specific Humantic persona to act out. For example, “You’re an Analytical: you want data and hate small talk.”
- Email writing drills: Take a real prospect’s persona and draft an email tailored to them. Compare as a group—what works, what’s off?
- Call debriefs: After a call, have reps check the persona report and reflect: Did I pitch the way this person prefers? Did I miss cues?
- Objection handling: Practice responding to objections in a way that lines up with the persona. For instance, Drivers want quick answers, not stories.
What to skip:
Don’t over-script conversations. Persona info should guide, not dictate. If a rep sounds like a robot, you’re doing it wrong.
Step 3: Train Reps to Use Persona Insights… and Ignore Them When Needed
Here’s the honest truth: No tool replaces human judgment. Sometimes the persona will be off. People are complicated, and they change their minds. Teach your team:
- To treat persona advice as a “first guess,” not gospel
- To adjust in real time if the conversation veers from expectations
- To watch for signals that contradict the persona (e.g., a supposed “Introvert” who’s actually chatty)
Pro tip:
Make it a habit to ask, “Did the persona match what you saw on the call?” If not, talk about why.
Step 4: Make Persona Review a Habit, Not a Bottleneck
You want reps thinking about buyers as people, not just personas. But the persona report shouldn’t slow things down.
- Set a time limit: 2 minutes max scanning the persona before a call or email
- Focus on 1-2 key tips: Don’t try to use every bullet point in the report—pick what actually fits the deal
- Build it into workflow: If your CRM shows the persona, use it as a quick check, not a deep dive
What to ignore:
The temptation to overanalyze. You’re not writing a psychological profile—just trying to communicate better.
Step 5: Track What Actually Works (and Drop What Doesn’t)
AI tools are only helpful if they move the needle. After a few weeks, look at:
- Are emails or calls tailored to persona advice getting better results?
- Do certain personas close faster or respond more?
- Is the team actually using the tool, or is it gathering dust?
If you’re not seeing at least some improvement, it’s okay to pull back or tweak how you’re using it. Don’t stick with something just because it’s new or looks fancy.
Step 6: Avoid the Most Common Traps
If you’ve tried sales tech before, you know how easy it is for something “revolutionary” to end up ignored or resented. Here’s how to dodge the usual traps:
- Don’t expect instant results: Reps need time to get comfortable, and not every deal will be transformed.
- Don’t force it: If a persona feels off, trust your gut.
- Don’t let it replace real research: Persona analysis is a shortcut, not a substitute for doing your homework.
- Don’t treat people as stereotypes: Use the advice as a starting point, not a box to put buyers in.
Step 7: Keep It Simple and Iterate
Like anything in sales, you have to try, tweak, and repeat. Don’t roll this out to the whole team at once. Start with a few reps. Get feedback. Adjust. If it’s helping, build it in deeper. If not, move on—no shame.
Checklist to get started: - Run Humantic reports on a handful of current leads - Try out personalized emails or calls, track responses - Debrief as a team: what felt real, what felt forced - Adjust your training plan based on what actually helps close deals
Sales training doesn’t need more buzzwords or “revolutionary” frameworks. Start small, stay honest, and focus on helping your team actually connect with buyers. Persona analysis isn’t a silver bullet, but it’s a tool worth testing—just don’t let it become the whole story. Keep things simple, pay attention to what works, and you’ll get more out of your training (and maybe even enjoy it a little more).