Written by 3:31 am Persona

Personas – who are you selling to?

There are three types of buyers – Economic Buyer (EB), Technical Buyer and User Buyer. You n…
personas who are you selling


  • Needs to accelerate delivery of services to the business
  • Struggling with rate of change
    • Big Data & IoT projects
    • Moving to Cloud
    • Automation
  • Must “do more with less”
  • Dealing with budget and influence erosion
  • Managing “Digital Transformation”
  • The Economic Buyer is the person with discretionary approval to spend
  • Detail your access to them
    • Have you met with them, if not, why not?
    • What is your plan to meet with that person?
    • What is their background?  Where have they worked?
    • What are there personal motivations?
    • Are they aligned to YOUR business case through THEIR initiatives?
    • Who influences them?
  • Why is EB access Important?
    • Confirms budget
    • Answers, “why do anything?” and “why now?”
    • Confirms EB’s Personal Impact/Agenda


  • Needs a flexible platform for quickly responding to technology changes
  • Guide tool and technology selection from among diverse choices
  • Manage costs and staff for absorbing new technologies
  • Provide high level of service quality
  • Enable application developers to collaboratively manage changes to job flows


  • Needs a consistent way to define and manage application flows regardless of platform or application
  • Must have powerful date/time and event based scheduling to define job flows to meet complex business requirements
  • Wants intuitive drag and drop method for designing flows
  • Must be able to quickly determine changes and roll back to previous versions if problems occur
  • Requires support for the platforms, applications and technologies used by the organization

Business Results and Personal Impacts

(Personal Impacts)

  • What’s in it for me on a personal level?
  • Intangible, not measurable, not quantifiable
  • Personal

(Business Results)

  • Effect of your solutions on their business initiatives
  • Tangible, measurable, quantifiable
  • Corporate

Personal Impacts


  • Get a promotion
  • One-upmanship
  • Remain in power
  • Gain recognition
  • Increase confidence
  • Attain more autonomy
  • Have more personal time
  • Be seen as innovative leader


  • Demotion
  • Loss of job
  • Being irrelevant
  • Loss of credibility
  • Continuos worry
  • Loss of recognition
  • Going out of business
  • Losing favor with boss/peers

Typical Business Results

(Financial Decision Maker)

  • Higher return on investment
  • Increased sales – Reduced costs
  • Low total cost of ownership
  • Profitability
  • Smooth cash flow

(Technical Decision Maker)

  • Meet / Exceed specifications
  • Timely delivery / Implementation
  • Best technical solution
  • Terms and conditions
  • Meet legal requirements

(Front Line Decision Maker)

  • Reliability
  • Increased efficiency
  • Fulfill performance requirements Do job better/faster/easier
  • Easy to learn and use


  • Guides don’t generally have their own business results unless they are also serving as one of the other Decision Makers



Anthony Lobosco

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