B2B buyer personas are a blueprint to understanding your buyers in the wholesale trade. This important element defines how to reach prospects and how to convert them into customers. A well-defined persona includes firmographic and demographic information of buyers’ roles in their organizations as well as their business objectives. This article outlines the key components of how best to develop your wholesale trade B2B buyer personas.
Key questions to ask when creating your wholesale trade B2B buyer personas:
1. Firmographic
Identify the characteristics of your prospect’s organisation
- What is the size? e. number of employees, revenue size of the organisation
- Where are they based? i.e. location, multiple offices/ countries
- What is the industry? Are there any sub-sectors?
2. Demographics
Understand who is involved in the decision making process.
- What age group do they fall into? Where can they be found? Do they have experience with social media?
- What is their job title/ role within the organisation? What is their attitude towards work? Can you tell if they are passionate about their work?
- How much influence do they have? Are they a decision maker or end user of the product?
3. Selection Criteria
Find out the key attributes that influences their choice when deciding on a supplier.
- Is it cost, value for money, quality, delivery?
- Is marketing support important?
- Does the brand and reputation influence their decision? Do they value reliability?
- How important is responsiveness to their inquiries?
4. Goals
Recognize what the business objectives are within their roles.
- Are you able to analyse trends and sales data to anticipate their demands?
- Is it about streamline sourcing processes, building stronger partnerships, maintaining stock control?
5. Needs
Identify their personal needs and what you can do to help them succeed in their job.
- How can you support their goals?
- Is your ordering system seamless and efficient enough not to distract their attention away from their daily duties?
- Is your support team responsive enough?
- Is your supply chain streamlined?
6. Challenges
Conduct a gap analysis on their current suppliers.
- Who are the suppliers that do not meet your personas needs? What was their responses?
- Is there any other key challenges they are facing, which you as supplier can help to overcome?
7. Communication preferences
How are they interacting with current suppliers?
- Do they set clear expectations?
- How do they communicate problems?
- Do they prefer to be contacted via text, email or virtual meetings?
Always remember that there will be different personas involved in the buyer’s decision making process. Hence when you are creating your wholesale trade B2B buyer personas, you may need to develop several personas to help you to understand the interactions between them and how much impact each has to the decision making. It is recommended to prepare your value proposition according to how it resonates with each of the different personas.
Do you have any queries about how Zooloo’s digital solutions can maximise your online presence as a growth engine for your wholesale business? Contact us now at sales@zooloo.asia.
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Tags: #CRM #MicrosoftDynamics #Dynamics365CRM #digitaltransformation #B2B #digitaladoption #digitalintegration #digitalsolutions #wholesaletradesector #wholesaletrade
