Do you know your customers? You might think that you know your ideal consumer base, but stats show that many sellers lack the tools and insights to truly understand them. And missing out on key customer insights can lead to missed sales opportunities.

The best way to get to know your customers is to create and utilise a buyer persona. A buyer persona is a semi-fictional representation of your ideal customer – a stylised image of who they are, what motivates them, and how they think.

Introduction

It's pretty obvious that the great British public spend their money in different ways - some people will throw their money around without a care and others save their money like Scrooge. The majority of us come somewhere in the middle. There may well be dozens of different types of buyers depending on how you look at things, but most people whittle them down to just 3.