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 Facilities Manager looking at:

• The Facilities Manager within the Project Team
• The Role of the Facilities Manager
• The Facilities Manager – Skills
• The Facilities Manager – Qualifications
• The Facilities Management Sector
• Facilities Management Offerings
• The Facilities Manager
• Facilities Management – Decision makers
• Facilities Management – Influencers
• Facilities Management Statistics
• Facilities Management journals
• Facilities Management Events
• Design Tools – Directories & Guides
• Facilities Manager Drivers
• Facilities Manager Challenges

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

This guide provides 35 pages of content detailing the Facilities Manager, looking at who they are and what their challenges are. Providing an introduction to the Facilities Management specifier and how to create a customer persona.

(Originally Published October 2017, Updated March 2020)

• Summary
• The Facilities Manager within the Project Team
• The Role of the Facilities Manager
• The Facilities Manager – Skills
• The Facilities Manager – Qualifications
• The Facilities Management Sector
• Facilities Management Offerings
• The Facilities Manager
• Facilities Management – Decision makers
• Facilities Management – Influencers
• Facilities Management Statistics
• Professional Membership
• Facilities Management Journals
• Facilities Management Events
• Design Tools – Guides & Directories
• Facilities Management Drivers
• Facilities Manager Challenges
• Developing your FM persona
• The Role of a Persona
• Who are your buyers?
• Challenges and Goals
• 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 Facilities Manager guide?
This is a downloadable guide designed to help you research and build a facilities manager persona to support sales, marketing and specification strategies in construction-related markets.

Who is this guide for?
It is intended for manufacturers, suppliers, marketers, business development teams and consultants who want insight into how facilities managers think, prioritise and make decisions about products and services.

What does the guide cover?
The guide explores:

• The role and responsibilities of facilities managers

• How facilities managers influence procurement and maintenance decisions

• Common challenges, priorities and decision drivers

• How facilities managers evaluate products and solutions

• How to build a facilities manager persona

• A practical persona template you can apply in your strategy

Why is it useful to develop a facilities manager persona?
Understanding facilities managers helps you tailor messaging, product information and engagement so it aligns with their goals, challenges and workflows, improving relevance and effectiveness.

How long is the guide?
The guide is a practical, focused resource with a ready-to-use persona template that you can apply directly in your business.

How do I get this guide?
You can download it by adding it to your cart on the website, or request an invoice by emailing sarah@misca-advisors.com with your billing details.