Transcript Influence Agents Buyer Persona Overview

Influence Agents
Buyer Persona
Template
Sample Simon
Background
•Partner at Top 200 Solicitors LLP
•Qualified 25 years, Partner 15 years
•Masters educated at non-Oxbridge red
brick Uni
•Married with 3 kids (20, 18, 14), lives
Surrey commuter belt
Demographics
•Male
•Age 50-60
•Household Income: £250k
•Suburban, bordering semi-rural
Sample Simon
Their Goals
•Maintain high level client satisfaction and
repeat instruction
•Attracting good quality new clients
•High ratio chargeable hours
•Growth
Their Biggest Challenges
•Communicating value of legal representation
•Unpredictable demand – “Feast & Famine”
•Marketing doesn’t come naturally
How Can You Help?
•Communicate value and credibility on behalf
of the persona
•Generate increased demand
•Report growth in a trackable, traceable and
repeatable manner
Sample Simon
This Person Often Says…
•We don’t have the time or resource to
dedicate to social media – and doubt we
would attract our target clients via these
channels.
•We’ve historically got our business from
word-of-mouth and face-to-face networking,
and it’s worked to date – why change it?
Their Common Objections
•Our target market/clients aren’t using social
media
•Social media/online is more for B2C than
B2B
Sample Simon
Your Marketing Message to
Them
•
Fully-managed, measurable client
acquisition programmes
Your Elevator Pitch
•
We provide fully-managed marketing
solutions, that attract targeted new
clients, as well as improving repeat
instruction through existing client
communications.
Persona Name:
Background
•Basic details about persona’s role
•Key information about the persona’s
company
•Relevant background info, like education or
hobbies
Demographics
•Gender
•Age Range
•HH Income
•Urbanicity (Is your persona urban,
suburban, or rural?)
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Persona Name:
Their Goals
•Persona’s primary goal
•Persona’s secondary goal
Their Biggest Challenges
•Primary challenge to persona’s success
•Secondary challenge to persona’s success
How Can You Help?
•How you solve your persona’s challenges
•How you help your persona achieve goals
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Persona Name:
This Person Often Says…
•Include a few real quotes – taken during
your interviews – that represent your
persona well. This will make it easier for
employees to relate to and understand your
persona.
Their Common Objections
•Identify the most common objections your
persona will raise during the sales process.
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Persona Name:
Your Marketing Message to
Them
•
How should you describe your solution
to your persona?
Your Elevator Pitch
•
Make describing your solution simple
and consistent across everyone in your
company.
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