Buyer Persona

This is where modern selling begins in our current age of the buyer. Buyer personas should be research-based models of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions, and where they buy as well as when they decide to buy. 

At a minimum it should include 

• Position (CEO, CFO, VP of ABC, Director of XYZ)
• Decision-making role (decision-maker, influencer)
• Buyer type (user, technical, economic)
• Goals /Needs/Wants/Desired Outcomes : Achieve, Avoid, Fix
• Main sources of information:  Where your persona does his or her research
• Challenges/pain points:  challenges and the accompanying emotions 
• Preferred content medium:  How your persona likes to absorb content
• Quotes:  Bring your personas to life with actual quotes 
• Objections:  anticipated from your persona during the sales process
• Role in purchase process:  his influence in the decision making process
• Marketing message:  The messaging that speaks directly to this persona

20 Qs in a Persona Interview

Role

1) What is your job role? Your title?

2) How is your job measured?

3) What does a typical day look like?

4) What skills are required to do your job?

5) What knowledge and tools do you use in your job?

6) Who do you report to? Who reports to you?

Company

7) In which industry or industries does your company work?

8) What is the size of your company (revenue, employees)?

Goals

9) What are you responsible for?

10) What does it mean to be successful in your role?

Challenges

11) What are your biggest challenges?

Watering Holes

12) How do you learn about new information for your job?

13) What publications or blogs do you read?

14) What associations and social networks do you belong to?

Personal Background

15) Describe your personal demographics (age, married, children).

16) Educational background : level, schools, subjects 

17) Describe your career path. How did you end up where you are today?

Shopping Preferences

18) How do you prefer to interact with vendors (email, phone, in person)?

19) Do you use the internet to research vendors or products? How do you search ?

20) Describe a recent purchase. Why did you consider a purchase, what was the evaluation process, and how did you decide to purchase that product or service?