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1. Buyer Personas About This Document This document describes the personas that are involved in purchasing and using your products. A persona is a typical character that represents your target customer. A persona falls into one or more of the following roles in the buying process: Initiator – the person who decides to start the buying process. Champion – the person who tries to convince others they need the product – an internal salesperson. Influencer – a trusted advisor whose opinions carry great weight with other people in the process. Decider – the person who makes the final decision to purchase. Buyer – the person who is going to write you the check. User – the person who uses your product, whether he had a say in the buying process or not. Fill out the template below for each persona that you encounter – either directly or indirectly – when selling your product or service. You don’t have to do them all – rather, focus on those who are most important. And if you find multiple separate personas for a given role (e.g., there are different types of influencers), fill out each personas separately. Remember: When you create a persona, put yourself in the shoes of your customer. Define the persona from their perspective – not from yours (the seller’s). The more representative you can make your personas of the people you actually encounter, the easier it will be to build a compelling offer and a sustainable sales process. http://www..explorics.com info@explorics.com (617) 758-8998 About Explorics Explorics is a strategic consulting firm based outside of Boston, MA that specializes in customer-centric demand generation. We help technology companies validate and scale their markets, product lines, and businesses. The key to scaling is knowing where and how to focus, and then building repeatable demand generation engines that target new segments of customers in new channels. We work with our clients tailor customer-driven, content-based market programs that scale and directly fuel growth. Our rapid, iterative approach, combined with the innovative ways we reach new buyers, lets us quickly discover programs that are proven to work.
2. List the job titles that this person typically holds. Look at a job site like monster.com to come up with a thorough list. Describe how this person fits in the organization, who they work with, and what it takes for them to accomplish their tasks. INSTRUCTION PAGE You’ll find a blank persona template on the next page. Persona Title www.explorics.com Name this persona. Use a representative job title or characteristic so the persona is easy to reference. Describe who influences this person and how they learn. Is it through formal training? Their peers? Industry luminaries? Online website & trade rags? Events? Media? Be specific, as this will help identify methods for reaching your target with a message. Who They Are Place an image here of your typical buyer. Enter description here. Describe this person. Paint the picture of who a typical individual in this role is. How old are they? Do they have a family? What’s their educational background? What’s their skill set? What are this person’s personal and professional goals? How do they measure themselves? How are they measured by their company? Are their any soft goals (e.g., social, internal) that motivate this individual outside of their formal job description? Expectations & Biases Why They Use Your Product Relevant Pain Points Typical Job Titles Goals & Measurement Buying Process Needs How They Learn Organizational Context Job Description & Responsibilities Enter information here. Enter uses here. Enter information here Enter buying process requirements here. Job Title 1 Job Title 2 Job Title 3 etc… Enter pain points here Enter description here. Enter expectations & biases here. Enter information here. List this persona’s top 5 job responsibilities, and the relative amount of time they spend doing each. Tip: A great place to start is by surveying the job descriptions posted on monster.com. Value Factors Buying Role: SELECT Select one of: Initiator Champion Influencer Decider Buyer User What are the specific pain points that this person experiences that are relevant to your product or offering? What would motivate someone to use your product or service? How would they describe the benefits or value proposition? List any pre-existing expectations or biases this person may have about you. These will be obstacles you’ll need to overcome. What does this person need during the buying process to help them communicate, make decisions, and move on to the next stage?
3. Persona Title www.explorics.com Who They Are Place an image here of your typical buyer. Enter description here. Goals & Measurement Typical Job Titles Expectations & Biases Why They Use Your Product Relevant Pain Points Job Description & Responsibilities How They Learn Buying Process Needs Organizational Context Enter uses here. Enter information here. Enter information here Enter expectations & biases here. Job Title 1 Job Title 2 Job Title 3 etc… Enter buying process requirements here. Enter pain points here Enter description here. Enter information here. Value Factors Buying Role: SELECT