Archives for January 2013

5 Steps to Create a Buyer Persona


There are many benefits to developing a buyer persona with your customers and prospects. A buyer persona creates a strong connection upon first introduction by having the knowledge that enables you to ask the right questions. The tool also allows you to remain connected with your buyer or decision maker since you have a strong understanding of their requirements and expectations.

The following questionnaire will build your buyer persona:

Name: ____________________

  1. Background/Skill
    • Interests, hobbies, accomplishments
    • Educational focus, school(s) attended
    • Social media activity – who are their LinkedIn connections? What groups do they belong to?
  2. Demographics
    • Estimated age – this is important to determine their generation as each generation thinks differently and priorities vary
    • Gender
  3. Position
    • Title
    • Current job role
    • Previous positions with current company or with previous employers
  4. Organization
    • Specific industry focus
    • Niche areas
    • Research company’s online presence (LinkedIn, Facebook, Twitter, YouTube, etc.) to gain insight on corporate culture
  5. Vision and Direction
    • New offices opening
    • New product offerings
    • New business expansion
    • What problems are they trying to solve?

Now that you know a little more about your customer, you can use the buyer persona to find out what excites them and what they are trying to accomplish.

The next big step is to apply the above information and formulate your pitch on how you can deliver a solution. With your buyer persona in hand, you are ready to create a list of questions for your initial appointment. Stay tuned for a blog post on developing focused questions that will fully leverage your buyer persona.

To your success,