Developing personas is a really good way of understanding your construction customer. You can use personas to develop your construction sales and marketing strategy so it is tailored to your customers challenges.

This download introduces the construction client, looking at:

• The role of the Client
• The Client team
• Client decision makers
• Client influencers
• The difference between public sector and private sector Clients
• Clients and the construction supply chain
• Client types
• Client categories
• Client drivers

The document concludes with guidance on how to develop your own Construction Client persona, with a persona template for you to complete.

This guide provides 33 pages of content detailing the construction Client, looking at who they are and what their challenges are. Providing an introduction to the Client specifier and how to create a customer persona.

(Originally published February 2017, Updated March 2020)

• Summary
• The Construction Client
• The Client team
• Client decision makers
• Client influencers
• The public sector Clients
• Client types
• Client categories
• Construction Client Statistics
• Professional Membership
• Construction Client Drivers
• Client Challenges
• Business Challenges
• Developing your Client persona
• Who are your buyers?
• Challenges and goals
• Understanding what drives their decision making
• Communication channels and sales tools
• SEO
• Creating your persona
• What you can do
• Negative personas

What is the Understanding the Construction Client – Developing Construction Personas resource?
This is a downloadable e-copy guide that introduces the construction client and explains how to develop a customer persona to inform your sales and marketing strategy in construction.

Who is this guide for?
It is designed for construction product manufacturers, suppliers, marketers and business teams who need insight into client behaviour and decision-making to tailor communications and commercial strategy.

What does the guide cover?
The guide explores:

• The role of the construction client

• The client team

• Key decision makers and influencers

• Differences between public and private sector clients

• Client types and categories

• Client drivers and challenges

• How to build your own construction client persona with a template

Why is it useful to develop construction client personas?
Understanding construction clients helps you align your marketing and sales communications with real buyer challenges, motivations and decision-making processes, improving engagement and commercial outcomes.

How long is the guide?
This persona guide contains 33 pages of content introducing the construction client and providing practical guidance on creating a persona.

What can I do with the persona template?
You can use the template to identify your target audiences, map their challenges and goals, and refine your communications strategy and product positioning to match their needs.

How do I purchase this resource?
You can add it to your basket on the website, or request an invoice by emailing sarah@misca-advisors.com with your billing details