Persona Switching: Speaking the Right Language at the Right Time

Persona Switching: Speaking the Right Language at the Right Time

Purpose of This Lesson

To prevent you from using one pitch for everyone.

Why One Pitch Always Fails

Different personas care about:

• Different risks
• Different outcomes
• Different success definitions

Using one message makes everyone feel:

“This is not really for me.”

Core Personas in TFAM Deals (Execution Level)

CFO / Finance

• Fear: audit surprises, write-offs
• Language: risk, accuracy, governance
• Avoid: technical detail

Operations

• Fear: downtime, missing assets
• Language: availability, responsibility
• Avoid: accounting jargon

Internal Audit

• Fear: repeated findings
• Language: evidence, traceability
• Avoid: promises without proof

IT

• Fear: uncontrolled systems
• Language: stability, access control
• Avoid: dismissing technical concerns

Key Rule

You don’t change who you are.

You change which value you emphasize.