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?
