Use this worksheet to define the characteristics of your best-fit customers at a company level.
Industries / verticals
Do your best customers come from any specific industries or verticals?
How big do your best customers tend to be?
Number of employees
How many people do your best customers employ?
How much money do they spend with you?
Think both in terms of an individual sale and lifetime value of these ideal customers.
Are you confined to serving customers within a specific geographic region? If not, do they TEND to be located in any specific region (whether that means near you, domestically, internationally, etc)?
Technology they use
Are there certain technologies your ideal customers use that make them better fits for you over another companies?
Access to decision maker(s)
How difficult is it to gain access to the decision maker(s) at these ideal companies? How is that access ultimately attained or granted?
Are there any intangible characteristics of your ideal customers worth noting? For example – their company values or how you feel when you’re working with them.
List a few real-life examples of either existing customers or dream customers that closely fit this profile.
Fill out 3-5 of these templates – one to represent each of your most important buyer personas. Use this worksheet to define the characteristics of individual people inside the walls of your ideal customer’s company who will influence the buying process (and whose attention and trust you’ll therefore need to earn).
Common job titles
What are the most common job titles you see for this particular type of person?
Role-played in the buying process
Is this person a decision maker? If not, how does he/she influence the buying process? At what point in your sale does he/she enter the picture?
Level of authority and decision making power in the buying process
How will this person ultimately influence the decision to buy (or not buy) from your company?
Common pain points /problems / challenges he/she needs to address
This is key. What are the problems or challenges this particular person experiences in his/her daily job that you can help solve? Why would he or she care about your company in the first place? Your company’s sales professionals probably hear these things every day and are often the best people to fill out this section.
Type of buying experience he/she seeks
How engaged will this person likely be in the buying process? Will his/her questions warrant consultative meetings, phone calls and emails? Or does he/she seek just the facts like data sheets and pricing information?
What he/she values about you
What are the characteristics this person seeks in a solution provider like your company?
Level of education needed
Is this person well-versed in the types of solutions you provide? Does he/she come to the table with sufficient knowledge? Or will you need to help him/her understand the ins and outs of your solutions?
Where he/she typically seeks information during the buying process
How and where does this person most commonly gather information during the buying process? From peers and coworkers? Through industry directories and resources? By going to Google?
How he/she usually discovers you
Is this particular persona the one that most commonly discovers a solution provider like you? Or is that a different buyer persona within his/her company? If this IS the person, how does he/she usually learn about you? From peers and coworkers?Through industry directories and resources? By going to Google?
Potential objections to hiring you
In situations where this persona seems to be the naysayer, what are his/her objections or hesitations to buying from your company?
Keywords and phrases he/she might search for in Google
Put yourself in the shoes of this individual. What would he/she search for in Google when trying to find a solution or solution provider like you? Think about the actual words related to his/her problems, the types of products or services he/she needs and the questions he/she often has about features, pricing, etc. Make a list of 10-25 of the most important keywords and phrases you’d expect this person might search for in Google.