Customers & Personas

Purpose: This doc defines who Summit sells to best, so everyone from Rosa at intake to Marcus's sales reps can recognize a strong lead fast and route it correctly. It sits alongside Best Fit Customers and Bad Fit…

Purpose: A working portrait of Summit's core residential customer, written for anyone who talks to leads: sales reps, Rosa at intake, and Jenna when she writes marketing copy. This is an archetype, a composite of the…

Purpose: Describes Summit's light-commercial customer so sales and operations treat these accounts differently from homeowners, because they are different. This is an archetype describing the segment, not a specific…

Purpose: Describes the storm/insurance-claim customer and, just as important, draws the exact line between what Summit does and does not do in the claim process. Everyone who touches these jobs (Rosa, the sales reps,…

Purpose: The actual problems that push Summit's customers to pick up the phone, and the anxieties riding along with those problems. Sales uses this to speak to what the customer is feeling instead of what we are…

Purpose: The specific events that turn a someday-prospect into an active lead. Pain points (Buyer Pain Points) describe the standing problems; triggers are the moments those problems become urgent. Jenna times campaigns…

Purpose: The worries customers voice (or hold silently) between first call and final walkthrough, and Summit's standard answers to each. Rosa owns this doc because intake hears these concerns first and rawest. It…