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.
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)
Heavily connected to their business/industry
After earning his Bachelor’s degree in business management, Chad accepted a job at the health care provider he interned while in college. After several promotions, and 15 years of hard work, Chad landed the role of Facilities Manager over numerous local hospitals where he oversees facility renovations, expansions,
With the leadership position Chad holds, he puts a very high value on honest, knowledgeable experts who he can trust when planning facility projects. He relies heavily on his team to properly vet vendors, manufacturers, and contractors, before agreeing to partner with them on projects.
The day-to-day details of a project are delegated to his team, allowing Chad to focus on the big picture
strategy and managing and aligning with internal decision makers and stakeholders. Any disruption including product failures or missed deadlines can
cause major delays in normal hospital operations, costing money and resources.
As a result, when potential risks arise, he is looking for his team to work directly with vendors to mitigate risk and provide concrete solutions.
- On-time & on budget
- Avoid installation issues
- Installation issues
- 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
- Competitive products and wanted to share
- the business
Your resource for flooring solutions through vast offerings of products and valuable professional expertise.
We provide commercial end users a reliable and experienced partner they can depend on to provide quality in-demand flooring options that meet the need for aesthetics, functionality, reliability, sustainability, and time sensitivity.
Our Representatives possess unprecedented talent and knowledgeable expertise through professional flooring experiences across all industry sectors. Overcoming unique flooring challenges to meet the requirements of various industries continues to sharpen our skills, strengthen our knowledge, and add value to our services.
Aesthetics: From wide palettes of colors, textures, patterns, and visuals that align with current trends, to customized colors, patterns, and laser-cut technologies; we have the right look for your next project.
Functionality: Our broad portfolio of product offerings include industry specific finished goods and products built for a purpose. We offer products designed for safety, accessibility, wayfinding, luminescents, static dissipation, sound dampening, flash coving, seamless application, waterproofing, moisture control, comfort, durability, and much more.
Reliability: We partner with top manufacturers around the world to provide quality flooring products that are proven to stand the test of time.
Sustainability: If you’re next project has a LEED standard to meet, we can accommodate by offering products that are FloorScore certified, Cradle to Cradle certified, phthalate free, allergy and asthma friendly, pre-consumer recycled, post-consumer recycled and more.
What We Do
We work with the Architecture and Design community, contractors, and flooring installers to help them achieve their most ambitious project objectives. We start at flooring, but that’s not where we finish! With more than 36,000 items from 75 vendor partners coupled with extensive experience working in both the commercial and residential sectors, we have a proven track record of adding value to every stage of a project, from ideation to installation and beyond.
Who We Are
Fishman Flooring Solutions is a flooring manufacturer and wholesale distributor with more than 100 years of experience of delighting customers with every product, service, and solution we provide. As a one-stop flooring resource with over 37 locations, our products and solutions include commercial resilient floor coverings, industrial flooring, finished goods, stair treads, waterproofing systems, moisture remediation systems, hardwood flooring, setting materials, and sub-floor preparation products.
Role of the ADF Team
Building relationships and trust is our key ingredient. The Fishman ADF team understands that customers have options. While purchases are sometimes made on price, that is not the norm. In the flooring distribution world, for example, it is the customer’s experience when dealing with a distributor that makes the difference. Our approach is to provide free consultation, understand your goals and needs, and develop a long-lasting relationship with a focus on helping your firm succeed and increase your client base. We take pride in using our in-depth and diverse industry knowledge to help our clients meet their unique flooring challenges.
We have a diverse client base and are constantly educating ourselves on how their industries are changing as well as understanding their unique needs and compliances. As they evolve, WE evolve with them.
Assisted Living | Commercial | Education | Government | Healthcare | Hospitality | Multi-Family Housing | Religious | Retail | Sports & Recreation | Residential
Why Do Business With Us
We are your one-stop resource for all your flooring needs. Instead of needing to meet with multiple vendors to find the right solution and lead time, a consultation with Fishman will provide you with the broad product knowledge you need to make an educated decision and efficiently get your project off the ground, saving you billable time and resources.
We can provide you with the best sustainable options for your project. We partner with you to identify and compare up-to-date sustainable, recycled, renewable and environmentally friendly flooring options your customers demand.
We understand your sector! We bring problem-solving skills from virtually every area of building and design, while understanding unique challenges.
We are in an ideal position to be an advocate and advisor to help ensure you receive accurate and consistent information about product installation requirements and maintenance.
We never oversell! It is our job to ensure your project meets your budget, specs, and timeline and will be upfront about possible issues along the way.
What Makes Fishman Different
Our culture. Our employee-owners are passionate problem solvers who continuously display the same initiative and drive to please the customer for 100+ years. It is impossible to characterize the Fishman culture in a few words. Conducting business with integrity is a fundamental part of Fishman’s DNA, which is reflected in how we engage with our customers.
We are future-oriented. Fishman distinguishes itself from many other companies by the fact that we have had only four CEOs in its 100 years of operation. We are constantly educating ourselves collectively to remain up-to-date on the latest trends via our fellow employees, vendors, customers, and industry thought leaders.
We love to see our customers succeed. We’ve been exceeding our customers’ expectations since 1919, through trusted partnership and collaboration – and we plan to keep it that way.