Buyer Personas: AM

| 2 minutes

1) Buyer Persona 1: INCAPABLE

LOCATION: Africa

DESCRIPTION: Small distribution/import company.

STATUS: Established Distributor

BEHAVIOR:

  • Nice and polite.
  • Asked for a lot of products in the past but he waits to sell the stock to get money.
  • No knowledge of the procurement cycle.
  • All the prices are expensive for him and he cannot reach MOQ.

GOAL: Wants to grow but has limited financing.

Audit: INCAPABLE (open-ended questions)

  1. How is your country current situation? political, financial (currency, payments)
  2. What is the situation of the company after this difficult last year? How was your company affected in a positive way? Negative way?
  3. Do you have any stock of AdvaCare products from your previous order?
  4. How do you keep track of your stock? Procurement cycle, software? Challenges and how to improve?
  5. Will you be able to order if we combine production with another order to reach the MOQ/price for your product(s)?

2) Buyer Persona 2: UNCOMMITTED

LOCATION: Middle East

DESCRIPTION: Small-medium distribution/import company.

STATUS: Established Distributor

BEHAVIOR:

  • Aggressive, way to work is arguing for everything.
  • Always threatening to go with another supplier.
  • Likely focused on price.
  • Long negotiation for everything to feel he/she is good in business.
  • Shrewd businessman but fails to see the big picture.

GOAL: Seeks profit and chases margins.

Audit: UNCOMMITTED (open-ended > closed-ended questions)

  1. Why haven't you ordered AdvaCare products in the last X years? Prices, lack of financing, competitor (another supplier), product failed, another external factor?
  2. Have you replaced AdvaCare products with any other brand? If so, what are the advantages of this change?
  3. What kind of support does your other supplier provide you with? What is your desired support that you have never received from us or any supplier?
  4. What is the company's strategy for the near future? (consider how to avoid the expected vague answer)
  5. How many containers do you take delivery of per quarter?

3) Buyer Persona 3: EXPERIENCED

LOCATION: South America

DESCRIPTION: Medium-large distribution/import company.

STATUS: Established Distributor

BEHAVIOR:

  • Calm and doesn’t talk much.
  • Cautious, reveals limited information about their company.
  • Limited negotiation, will decide and move on.
  • Has multiple suppliers, diversified.

GOAL: Aims to retain strong market position and expand cautiously.

Audit: QUESTIONAIRE EXPERIENCED (closed-ended questions)

  1. Are you still distributing AdvaCare products or are you already out of stock from the last order?
  2. Can you let me how we could improve to provide you with a service that meets the needs of your company?
  3. Which is most important for you: the quality of the product, the price or the delivery time?
  4. What do you consider to be the product that provides you the most benefit? And why?

4) Buyer Persona 4: INEXPERIENCED

LOCATION: Asia

DESCRIPTION: Small distribution/import company.

STATUS: Not Established Distributor

BEHAVIOR:

  • Does not research the market.
  • Lacks analysis and plans, trusts in luck.
  • Lack of long term strategy.
  • Has stock of products but unable to sell.

GOAL: Build the company with random products.

Audit: QUESTIONAIRE INEXPERIENCED (open-ended questions)

  1. What is your plan for the company after this difficult last year?
  2. Are you focused on the product/s you ordered or have you diversified your product range?
  3. What is the marketing plan of your company for the products you have in stock?
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