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A buyer persona is a fictional profile for an individual who makes purchasing decisions. Where customer personas are commonly used to model consumers for marketing purposes, a buyer persona is most often used for B2B sales to model the needs and motivations of business customers. The following are illustrative examples of a buyer persona.
A relatively simple purchasing scenario where the buyer is the person who will use the product or service. For example, an architect who will purchase and use architectural design software.Business UnitA interior decorator who specializes in creative office spaces develops a buyer persona for the manager of a business unit.
Purchasing ManagerA software sales team sells a software platform that is reasonably expensive to large and mid-sized firms. It is common for these firms to have purchasing managers who review and negotiate each purchase. The sales team develops the following buyer persona for a purchasing manager.|
Type | | Definition | A fictional profile for an individual who makes purchasing decisions. | Related Concepts | |
Next: Customer Personas
Sales
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An overview of sales with examples.
A list of common negotiation strategies.
A list of common negotiation tactics.
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The common types of sales model.
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