Customer Personas Part 2
Connar – Competitive
Competitive.
Age: 35
Education: Police academy. He used to be a cop for 5 years, but decided to go into car wholesale business.
Work: He transfers and distributes cars to and from the wholesale car auctions to dealerships across Canada. He is constantly on the move, often away from his wife. He’s also very busy and relies on his close associates to make some decisions for him, which he doesn’t have time for.
Financial: He makes around 120,000K per year after the expenses.
Car: BMW6
Credit: Excellent
Debt: 0 debts. Academy loan paid off.
Family: His family is Irish and lives in Alberta.
Nature: Connar grew up tough with deep appreciation for challenge and a feel for justice. He only accepts winning in all his takings. He took a cop job as a way to serve people and deliver justice where needed, but after few years of giving out speed tickets, he decided he wants to have more in life. With passion for cars he naturally went into the car business and currently runs a successful car wholesale business. He is focused, looks for competence in people and despises bullshit. His view of the world is that he has to be efficient and everything around him has to efficient, running 100% of power. Being competitive, Connar is dominant, concise and swift in his decisions. He is used to the best, to respect from others and to success.
Goal:
His mortgage decision is going to be fast and he is going to look for the best people in the field. He will select mortgage brokers as a way to pay less per month, since he is the only one paying for the mortgage, but will pay more if it means working with the best. He will require “mortgage for self employed” and will look for the terms that hint it. He will trust his wife with research, but will have the final say and have a look at some sites himself. Strong advantage over other companies will set us apart, along with some guarantees and possibilities not offered with other companies. Being competitively different and being top, is key to getting business. He needs a company that he can trust to make the best choice for him, by describing his situation and having minimum input in the process(himself), with company doing the rest and giving best there is for him.
Provide summaries of the process so he can know of everything. Make bold statements, and support them with facts and guarantees. Testimonials from authorities are quite effective. Endorsement by authoritative sources is also very effective, since it shows acknowledgement of an important, which passes status directly to the company .
