Customer who is unable to take any decision and cannot move further with any cooperation.
DESCRIPTION:
Clients who are not yet established well in their market and have not done much business in the past.
BEHAVIOR:
Polite in writing emails.
No idea where to start with.
No knowledge about market.
Short of finance.
Do not wat to remit registration deposit.
LOOKOUT:
Ask for free samples.
Cannot accept registration deposit.
Low price and quantity.
ACTIONS: Surely want to develop these kinds of client although by investing limited time.
GOAL:
It is difficult to work with these clients on our terms, so will try to bend a little on our side to meet their needs, if possible.
Audit: INCAPABLE
From which countries you have imported before?
Does your country has enough USD to remit the payment after a very tough past year?
What is the situation of the company after this difficult last year? How was your company affected in a positive way? Negative way?
Have you made any orders in the past year and if so what products?
Is it possible to move further with no registration order first of any product before investing a lot of amount and time in registration?
2) Buyer Persona 2: UNCOMMITTED
Customer who is not dedicated and loyal to one distributor/brand.
DESCRIPTION:
Client who is established in the market although is not loyal to one brand and keeps hopping to other suppliers.
BEHAVIOR:
Aggressive and Rude.
Always threatening to go with another supplier.
Takes a very long time in finalizing.
Wants to work on their terms.
LOOKOUT:
Looking for cheapest price.
Some clients do need quality products and some will accept the lowest quality to get cheap price.
ACTIONS:
Definitely want to develop these clients as they are into the business and doing continuous orders.
Try to control these clients and not to let us run in circles.
Try to strike them with promotional materials.
GOAL:
Finalize the order by saving our margins.
Audit: UNCOMMITTED
Have you done any orders in the past and from which country?
Can you start the order/registration now?
What other brands/manufacturers you are working with?
What kind of support do you get with another supplier?
What is the company's strategy for the near future?
3) Buyer Persona 3: EXPERIENCED
Customer who has gained knowledge over a period of time in particular field he is working in.
DESCRIPTION:
Client who has been working for a very long time and knows exactly what he needs for his market and how he wants to move further his business.
BEHAVIOR:
Calm and communicate straight to the point.
Cautious, reveals limited information about their company.
Will provide complete information regarding registration/order.
Do not waste time in negotiation.
LOOKOUT:
Good Quality products with reasonable price.
Long term relationship.
GOAL:
To close this client with maximum products, keeping all our terms.
Audit: EXPERIENCED
How many products registered by far and from which countries?
How many orders per year do you place?
Which is most important for you: the quality of the product, the price or the delivery time?
How do you select your product range, the products which are quite common and cheap or the products which makes more profit?
4) Buyer Persona 4: INEXPERIENCED
Customer who lacks knowledge.
DESCRIPTION:
Client who recently has joined business and has very less and no knowledge about it.
BEHAVIOR:
Does not research the market.
No plans to move further in business.
Will discuss almost all the range.
Lack of long-term strategy.
Ask for several quotations.
LOOKOUT:
Wants to become agent first than distributor.
Start with very small quantity.
GOAL:
Control the client and make him focus just to do limited products in the starting.
If small quantity is required, check on ongoing orders if can combine anything.
Audit: INEXPERIENCED
Have you ever done any order or registrations in the past?
Why did you join this business?
Can you start the order now and remit the payment?
Our company policy is to have registration deposit from all the new distributors, can you move further with it?
What are your marketing plans?
5) Buyer Persona 5: AGENT
A person who acts on behalf of another person or a company.
DESCRIPTION:
Client who does not have his own company and direct distribution, he sells the goods to different companies.
BEHAVIOR:
Opportunity seeker, he quickly catches the chance and break the deal.
Smart in communication.
Will discuss almost all the range.
No strategy.
Ask for several quotations.
LOOKOUT:
Wants cheap prices.
Looks for commission.
GOAL:
Usually we do not work with agent until and unless agent provides us with the confirm order in the beginning.
Audit: AGENT
Do you have any fixed customer?
Have you already done any order in the past?
Can you start the order now and remit the payment?
What are your marketing plans?
6) Buyer Persona 6: TENDER
Tender is a bid that is submitted by a businessman to win work in public sector.
DESCRIPTION:
Clients who works with the government on the bidding basis, it is not a confirmed order and chances of winning is low.
BEHAVIOR:
Generally, mention in email: Tender or Bidding
Sends lists of products with quantities.
Time of delivery is stated.
Deadline is also given.
LOOKOUT:
Wants to get the quotation ASAP.
Demands few certificates/documents in the beginning.
GOAL:
We do not work on the tender so inform them the same and push them to start a personal order with us.
Audit: TENDER
Do you also work on private orders apart from tenders?
How many tenders you have won till now?
What products you have distributed in the past?
NOTE: Sometimes we can also move further to quote on tender but this depends upon situation to situation. For example: If the product list is small and you get a letter from the client that he has actually won the tender or there are only few companies participating.
7) Buyer Persona 7: NOT APPLICABLE
Clients who do not fall under the business scope.
DESCRIPTION:
Clients who need products but falls out of our business scope. For example: Client needs products for laboratory testing, individual needs, donations, Etc.
BEHAVIOR:
Ask for products for individual use.
Looks for free products for donation.
Ask for samples to do laboratory testing.
LOOKOUT:
Wants to get low quantity
GOAL:
We do not work on these inquiries and ask them to check their nearby pharmacy to fulfill their needs.
Audit: NOT APPLICABLE
Are you interested in becoming our distributor?
8) Buyer Persona 8: SPAM or BAD EMAIL
Spam is digital junk email which can be said as unsolicited communications sent in bulk and Bad email is one which is bounced back.
DESCRIPTION:
Client has sent you email although not received the same in your inbox rather received in the spam box. Certain spam emails will pass through the spam filter and sounds like it is sent by a person, generally these emails will contain links to the “product list”. In case it is not clear, reply by asking to provide all information without external links. For bad emails, client sent us the email although that email is not correct.
GOAL:
We will seek help from marketing to check on these emails.
9) Buyer Persona 9: SCAM
Scam is a fraud, a dishonest scheme where cheaters try to steal money illegally.
DESCRIPTION:
A lot of time we receive email from the clients to download the link and then that link will ask for the password of your email.
GOAL:
We never click that link and reply back to the client always saying that please send your product list/order list via word or PDF file.