Jody Sullivan
Do-it-for-me Mom
Background
Think Feel Do
Age: 42
Location: Reston, VA
Education: Studied Economics at
Washington University at St. Louis
Occupation: Project Manager at AT&T
Household Income: $180,000
Current Car: Honda Odyssey
Next Car: Pre-Owned Lexus RX Hybrid
I just want to make sure that
my next car will last and will
be taken care of so my
family can get where they
need to go, safely.”
Motivations
Safety & Security
Time-based Convenience
“This is the best option to make sure
our family car is always in top shape.”
“Settling these matters ahead of time
will save me time trying to solve
problems later.”
Reassured, Safe, Secure, Protected,
Settled
Research some ancillary protection
products at home to understand what
they are and their value.
Choose a few products when buying
next car to guarantee lasting
protection.
Has been married for almost nine
years. Has two young children, a 5 year
old and a 7 year old.
Focused on building wealth and
making smart investments that will last
Jeff Parkinson
Achiever
Background
Think Feel Do
Age: 52
Location: Bentonville, AR
Education: Studied Engineering at
Auburn University
Occupation: Logistics Consultant
Household Income: $120,000
Current Car: BMW 335
Next Car: BMW M5, unless he breaks
down and buys the Porsche 911.
With a car like this, I always
want it to look great and
that any unexpected
problems won’t be a
hassle.”
Motivations
Pride of Ownership
Fiscally Responsible
“With these products, my car will
always look brand new.”
“I don’t mind spending a little extra to
know that I’m protected from larger
expenses.”
Confident, Reassured, Responsible,
Prideful
!
Do additional research so he knows
he’s getting a good value.
Remember these protection packages
in the future.
Works long hours and travels most
weekdays to meet with clients, leading
to a bachelor-type lifestyle.
Loves to drive; hates being a
passenger.
Enjoys relaxing with friends on the
weekends he is in town.Thinking about
returning to school to get his MBA in a
few years.
Jody
Jeff
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B-C CONSUMER
PERSONAS
YOU DO HAVE PERSONAS DON’T YOU?
