Targeting Buyer Personas —Dana

Your sales approach and marketing materials need to be very different for this category of print buyer. Show them you appreciate the challenges they face in learning a new industry, and you could endear them to you.

SOHO buyers are a different persona altogether. Most people who work in small offices and/or home offices need printing done at one time or another. Stationery, flyers, marketing materials and product sell sheets are some typical examples. Their budgets are smaller than those of corporate customers. Printing is necessary to them—but foreign. They haven't a clue where to find printers, and don't intend to spend a lot of time and effort doing so.