Targeting Buyer Personas —Dana

Keep it current. You may even want to annotate it so that your equipment list indicates the types of products best suited to a specific piece of machinery. (Such annotation is for the benefit of newer buyers.)

Brand new, "deer-in-the-headlights" print buyers are completely different prospects. With the exception of buyers who are former printers, most new print buyers have no industry knowledge. Sourcing print and comparing printers are foreign concepts. They need help compiling specs. Working with commercial printers is intimidating. They didn't plan on becoming buyers; the role was bestowed on them. The language is confusing, and the financial stakes are high. They require an enormous amount of hand-holding and ongoing education.