Targeting Buyer Personas —Dana

FOR ALL of you new print sales reps, listen up. Although sales managers and sales coaches may suggest that print buyers exhibit a predictable set of buying behaviors and practices, I'd like to remind you: No two print buying professionals are alike.

Consider the entire field of print buying professionals (all 20,000+, per a 2008 RIT survey). A few distinct categories of buyers come into focus. By understanding how print buyers differ, you'll have a better chance at connecting with them and developing long-lasting relationships.