Persona: Interior Designer – Donald Clark

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.

Interior Designer: Sheree

Demographics

Age: 30
Gender: Female
Relationship Status: Married with 1 child
Median Wages: $53k
Years of Experience: 10+
Education Level: Bachelor’s of Arts and Design with Architectural Certification

Personality

Openness to Technology (Closed – Open)

Task Orientation (Big picture – detail-oriented)

Extraversion (Introverted – Extraverted)

Activity (Researcher – Hands-on)

Identifiers

Professional
Quality Driven
Organized
Stylish
Responsive
Collaborative
Health Conscious
Accurate
Socially Responsible
Sustainability
Confident
Early Adopter of Trends

Interests

Museums, art shows, vendor craft shows
Volunteer work
Travel
Pets
Family-related activities
Social networking opportunities
Creative hobbies (i.e. jewelry design)
Active lifestyles (i.e. Golfing, biking, running, yoga)

Bio

Sheree works in a small Architecture firm that focuses on the healthcare industry. As project manager, Sheree’s main responsibilities include project review and submittal, space planning, product selection, material management, and installation oversite. She selects all finishes in an interior space and works closely with her customers to make sure the project outcome matches their vision and meets specifications. Aside from her main role in project management, Sheree wears multiple business development hats, including connecting with prospective clients and helping out fellow colleagues with CAD drawings when needed. Providing her clients with prompt answers and solutions to their problems helps build trusting relationships. Her reputation is important to her.

Goals

Recognition and career advancement
Obtaining valid information from sources
Wants to display beauty and style to the user experience
Requires projects to stay within budget
Wants to ensure the flooring stands up to years of wear
Function and utility

Frustrations

Installation errors and product issues (availability)
Long lead times and tight schedules
Lack of dependability and trust
Lack of respect from Architects, Manufacturers,
and Sales Reps
Miscommunication and exaggerated product features
Unavailability of project samples

Common Objections

Prefers to work with suppliers she knows and trusts
No comprehensive brand recognition (poor website)
Outdated products and little variety in styles
Few options

Preferred Channels

Communication:

E-mail
Text
Phone
Face-to-face

Social:

Website
Instagram/Facebook
LinkedIn
Pinterest

Trusted Brands

Value Proposition

Helping You Take Every Concept, Vision, and Plan to Fruition. We provide Architect and Design firms a one-stop flooring resource and trusted partner theycan depend on, ready to tackle their unique and most challenging projects to ensure each desired concept, vision, and plan is achieved.

Supporting Points

We help you save time and resources. We know that in your line of work, time is invaluable. Instead of needing to meet with multiple vendors to find the right solution for your project, one meeting with Fishman will provide all the information you need to make an educated decision and efficiently get your project off the ground.

With more than 75 trusted vendor partners and over 37,000 products ranging from flooring and finished goods to moisture remediation systems and subfloor preparation, you can rest assured we will recommend the best solutions to fulfill your project requirements.

We have a proven track record of working across a range of sectors including education, healthcare, senior living, hospitality, corporate, and multi-family housing, which enables us to quickly employ best practices, saving you valuable time while meeting specifications.

Our Architect & Design Facility consultants uniquely distinguish themselves among industry representatives, bringing a diversity of experience including interior design, field sales, vendor, and product training, adding value to every stage of your project from ideation to installation.

Innovation and forward-thinking are important to us. We focus on staying ahead of the curve by participating in industry conferences and vendor training sessions to learn about the latest products and innovations, while regularly extending educational opportunities to our customers.

KEY TALKING POINTS

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.

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.

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.

Our Clients

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.