In the world of teleprospecting, the goal is to get potential buyers on the phone and keep them there long enough to get them interested in your product. But if you can't speak their language, you're dead in the water before you even pick up the phone. Developing and using personas is key to any successful marketing campaign.

In today's Web 2.0 marketplace, you have to know who you are selling to, what their specific pains are and their communication preferences, and how they get information before they buy. Every buyer has a different set of business challenges and each requires a specific messaging strategy. Getting them on the phone is just the first step. The hard part is getting them to listen.