Influence AgentsBuyer 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 SimonTheir 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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