What is a Buyer Persona?

Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.

The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20.

How can you use Personas?

At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas.

When combined with the lifecycle stage (i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content. You can segment content for them that focuses on specific factors such as their form of communication, goals, likes/dislikes, and others.


Age: 40-55
Gender: Male
Relationship Status: Married with children
Median Wages: $90-$130k
Years of Experience: 10-30
Education Level: Bachelor’s degree


Openness to Technology (Closed – Open)

Task Orientation (Big picture – detail-oriented)

Extraversion (Introverted – Extraverted)

Activity (Researcher – Hands-on)

Preferred Channels


  • E-mail
  • Face-to-face
  • Call
  • Text


  • LinkedIn
  • Facebook


  • On-time & on budget
  • Avoid installation issues
  • Safety
  • Functionality
  • Aesthetics


  • Installation issues
    Surpassing deadlines
    Exceeding budget

Common Objections

  • Lack of understanding our range of provided products & solutions
  • Lack of understanding the value that Fishman provides, beyond product offerings
  • Resistant to products/manufacturers that they’ve seen performance issues with in the past
  • Lead time with product delivery
  • Challenge of knowing who to communicate with – manufacturer or distributor
  • Competing with other vendors and products
  • Desire to share business with other distributors

Trusted Industry Brands