Negative Avatar

Understand Your Buyer > How to Engage  > Negative Avatar

What is it?

A negative avatar is a description of those who you DON’T want to work with.

Why does it work?

It works because it’s easy to fall into the trap of believing you want to and can work with anyone and everyone… but not all buyers are created equally. By setting out the characteristics of those you DON’T want to sell to, it makes them much easier to spot and allows you to make better decisions in the moment.

How can you use it?

Your negative avatar might be the absolute reverse of your client avatar, but often it will be a collection of characteristics and notes based on previous experiences and failings. You’ll need to consider all sorts of factors, here are some common suggestions:

  • Location.
  • Industry.
  • Have worked with specific competitors.
  • Have faced the challenge for over XX period of time.
  • Anyone who isn’t an interpersonal fit with you.
  • Use specific software/hardware.
  • Are in the public eye.


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