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:
1. Initiator – the person who decides to start the buying process.
2. Champion – the person who tries to convince others they need the
product – an internal salesperson.
3. Influencer – a trusted advisor whose opinions carry great weight with
other people in the process.
4. Decider – the person who makes the final decision to purchase.
5. Buyer – the person who is going to write you the check.
6. 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.
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monster.com to come up with a
thorough list.
blank persona template on the next page.
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Persona Title
of
b
www.explorics.com
Who They Are
Enter description here.
and what it takes for them to
accomplish their tasks.
Place an
image here of
your typical
buyer.
Typical Job Titles
Organizational Context
•
•
•
•
Enter information here.
Job Title 1
Job Title 2
Job Title 3
etc…
Job Description & Responsibilities
How They Learn
Goals & Measurement
Enter description here.
Enter information here
Enter information here.
Job Responsibility 1
Job Responsibility 1
Job Responsibility 1
Job Responsibility 1
Job Responsibility 1
50%
20%
20%
10%
5%
Value Factors
Personal Role: SELECT
Relevant Pain Points
Why They Use Your Product
Expectations & Biases
Buying Process Needs
Enter pain points here
Enter uses here.
Enter expectations & biases
here.
Enter buying process
requirements here.
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d
Persona Title
www.explorics.com
Who They Are
Enter description here.
Place an
image here of
your typical
buyer.
Typical Job Titles
Organizational Context
•
•
•
•
Enter information here.
Job Title 1
Job Title 2
Job Title 3
etc…
Job Description & Responsibilities
How They Learn
Goals & Measurement
Enter description here.
Enter information here
Enter information here.
Job Responsibility 1
Job Responsibility 1
Job Responsibility 1
Job Responsibility 1
Job Responsibility 1
50%
20%
20%
10%
5%
Value Factors
Personal Role: SELECT
Relevant Pain Points
Why They Use Your Product
Expectations & Biases
Buying Process Needs
Enter pain points here
Enter uses here.
Enter expectations & biases
here.
Enter buying process
requirements here.