Buyer Persona
A buyer persona is a fictional representation of your ideal customer that represents the people you sell to within an organization. In other words, they’re the people who make buying decisions. It’s crucial that you take time to do your research and develop solid personas based on data and market research that your reps can rely on.
A buyer persona goes beyond basic demographics, including behaviors, motivations, goals, and pain points. Creating a buyer persona involves gathering insights through surveys, interviews, and analyzing patterns in customer behavior, which help businesses understand and empathize with their target audience.
To develop your buyer persona(s):
- Identify specific job roles and functions of influential individuals
- Understand their specific needs, challenges, and pain points
- Identify their professional objectives and drivers
- Understand how they make purchasing decisions
- Determine their preferred channels for receiving information and communication
- Outline the steps that they take from discovery to conversion
- Use insights from sales reps about their interactions with actual buyers
