Understanding the Person Behind the Decision

When I first started in sales, I had a habit of walking into a meeting and immediately scanning the room—not just to determine the decision-makers to excavate personal clues.?

A well-loved briefcase, a family photo tilted just so on a desk, a stress ball shaped like a soccer ball, a colored picture hung discreetly—every little detail told me something about the person sitting across from me.

Effective business happens in those details.?

The trust, conversation, and connection start when we see people beyond their job titles and decision-making power.

Too often, we shrink our view. We define prospects and clients by their budgets, their roles, and by their ability to sign on the dotted line. We measure our success by meetings booked, deals closed, numbers moved. And while all of that matters greatly, it still doesn’t tell the whole story.

People bring their entire lives into the room with them, sales meeting or not.

They make decisions shaped by long days, personal milestones, quiet worries, and unexpected joys. A plan sponsor is also a father navigating teenage years. A business owner is a daughter caring for an aging parent. A CFO might be a first-time marathoner who now sees every financial choice through the lens of commitment and endurance.

AI does a fantastic job of helping us open the door to a deeper understanding of the people we interact with in business.

It draws connections, uncovers patterns, and highlights the intersections where personal and professional worlds meet. When used with great intention, it becomes a powerful tool to see the whole picture more clearly, ask better questions, and engage in ways that resonate beyond the obvious.

Yay for AI! Groundbreaking in our generation, right?!

In the same breath that we celebrate all that AI affords us, let’s take a collective moment to cautiously remember that while it provides wonderful insight, without the authentic touch of real human empathy, it falls flat.?

A report on client behavior means nothing unless it’s met with curiosity.

A well-worded message only works when it reflects real care.?

Data, no matter how advanced, is most powerful in the hands of someone willing to use it to build trust.

AI isn’t a tool to replace human connection; it helps us deepen it.

It expands our perspective and helps us see deeper into the beautifully layered reality of the people we serve.

One of the things AI helps me do is dive deeper into the possibilities of a persona. It can teach me things about people that I may not realize based on the limited perspective I carry around with me, allowing me to see the whole.?

To begin, imagine the world’s biggest Venn Diagram. And inside each circle is something you know about your ideal client. Their age, gender, job, family, etc. etc.?

AI can intersect all of those pieces to allow you a tiny glimpse into that persona's world. Here’s a little step-by-step approach to experiment with!

AI Prompt Idea: Understanding a Client Persona Deeply

Step 1: Define Known Demographics

First, list everything you know about an individual, including:

• Age range, gender
• Job title, industry, and company size
• Geographic location (city, suburb, rural)
• Family structure (children, marital status, aging parents)
• Daily work environment (stress level, responsibilities, remote/in-office)
• Personal interests, lifestyle habits
• The car they drive (or don’t), shows they watch, the food they like, everything!?
• Financial priorities and challenges

Step 2: Build a Client Persona Prompt:

Next, use this prompt: "Using this information, construct a detailed client persona. And, importantly, what are the emotional drivers for decisions they may make in their personal and professional life?"

Step 3: Dig Deeper with Strategic Questions Prompt:

Then, use this prompt: "Now, based on this persona, answer the following questions to provide a deeper understanding of how they navigate their world."

Select one or two questions to help you learn more about your ideal client (or the next sales meeting you've got on your calendar!).

Daily Life & Pressures

• Describe a typical day for them.
• What are the most stressful and relieving moments in their day?
• What are their biggest competing priorities daily?

Emotional Triggers & Motivations

• What are their career or financial concerns?
• What are their biggest financial fears?
• What excites or inspires them about their future?
• How do they define success?

Decision-Making Process

• What sources do they use for financial or career choices?
• How do they prefer to receive information?
• What past experiences have shaped their attitude toward financial planning or long-term decisions?

Relationships & Support System

• Who do they trust most when making big decisions?
• Describe their support system.
• How do they approach asking for help?

Personal Values & Identity

• What values guide their choices?
• How does their identity shape their decision-making?
• What societal pressures might they feel?

Aspirations & Long-Term Vision

• How would they spend their time if money wasn’t a concern?
• What does financial peace of mind look like for them?
• What kind of legacy do they hope to leave?