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Mineral trading companies · Buyer persona

Describe the purchase head, the plant owner and the mine you are selling to.

A buyer persona for a mineral trader is a written profile of who decides at a plant, what they check before they buy and what makes them stay or leave. GullySales works on profiles for the buyers and the suppliers in your records, drawn from your own lots and calls.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Quarry staff examine aggregate samples at a safe observation point

What buyer persona means

A buyer persona is a plain description of the kind of customer who actually buys from you. It includes what they search, what worries them and who else they ask before deciding. GullySales builds this from real enquiries and past sales rather than a generic template, then uses it to write every page and advert.

Also for mineral trading companies

Sales and marketing for mineral trading companies, the overview.

Last updated 18 Oct 2026.

For mineral trading companies

Where it usually goes wrong, and what we would do.

  • “The plant has three people with three questions”

    The purchase head asks about rate and credit, the plant manager about whether the grade will run in the furnace, and the accounts team about invoice details. A single pitch answers only one of them.

  • “The small buyer behaves differently”

    A small foundry or brick unit buys a lot at a time, pays on a tight cycle and rings the trader directly. A large plant works through tenders and a vendor list. Treating them alike misreads both.

  • “The supplier is also a customer”

    A mine owner decides whether to sell to you on how you load, pay and keep their name out of the way. That is a buying decision with its own worries, and it needs its own profile.

  • “The reason a buyer left is never written down”

    When a plant stops ordering, the cause may be a late lorry, a grade that missed, or a rate. If nobody records it, the same loss repeats with the next buyer.

What we do

What we deliver for mineral trading companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Plant buyer profiles

    One profile each for a large plant and a small unit, listing who decides, what they check and what makes them switch.

    Result: Profiles drawn from your own lots rather than guesswork.

  2. Supplier profile

    A profile of the mine or processor: how they sell, what they want from a trader and what makes them wary.

    Result: The desk can see what a mine expects before the first call.

  3. Role map inside a plant

    Purchase, technical, stores and accounts roles listed with the question each one asks.

    Result: A grid you can use to prepare a quote.

  4. Lost-buyer reasons

    A short list of reasons buyers stopped, collected from calls to lapsed plants.

    Result: Each lapsed buyer has a recorded reason.

  5. Profile-to-message guide

    How the first note, the quote and the follow-up change for each profile.

    Result: Each profile has its own opening line and attachment.

How the result is measured

  • Enquiry match to persona
  • Conversion rate by persona
  • Content aligned to persona

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full B2B and B2C buyer persona development page

Who is asking

The people a mineral trader sells to and buys from, and what each asks first.

Purchase head at a steel or ferroalloy plant
Wants grade, size, delivery date and credit days. Compares your rate with two other traders before replying.
Plant owner at a mid-sized unit
Decides on trust and past supply. Asks who else you supply and whether you will still deliver when the market moves.
Lab or quality chemist at the plant
Wants the test report and the sampling method. Can reject a lot that the purchase head accepted.
Mine or processor supplying you
Wants prompt payment and steady offtake. Also becomes a buyer when you sell them a different grade.
Small buyer ordering one truck
Buys few lots, wants a plain rate and a known loading point, and does not ask for a formal contract.

Who it is for

This is written for these mineral trading companies.

  • Iron ore and manganese traders serving steel and ferroalloy plants
  • Coal and coke traders for industry
  • Limestone, dolomite and silica traders
  • Bauxite and other ore traders
  • Industrial mineral traders buying from several mines
  • Aggregate and sand traders supplying infrastructure projects
  • Commission agents and brokers working between mines and plants
  • Traders who also export part of what they buy

Not for

It is not the right fit if.

  • You deal with two or three plants you have known for years, so a written persona adds nothing the owner lacks
  • No one will ask a lost buyer why they left, so the persona would hold only guesses
  • You have not decided which minerals to continue with, and a persona would describe a range that may change

How it works

How the buyer persona work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Understand the current view

    We start with how your team currently describes the customer, since the gap between belief and reality is the finding itself.

  2. 2

    Audit past enquiries and sales

    We look at recent enquiries and closed deals to see who actually bought, not who was assumed to buy.

  3. 3

    Interview customers and staff

    Structured conversations with recent buyers, held as talk about the last purchase and not a questionnaire. We ask what happened before they called, who else was involved and what they compared. Customers agree before we contact them, and their answers are reported without names.

  4. 4

    Build the personas

    Findings are written into short, usable persona documents rather than a long report.

  5. 5

    Apply to your marketing

    We show where each persona should change a page, an ad or a script you already have. The sales team reads the drafts and says which ring true. A persona they do not recognise is rewritten.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
How do you build personas without invented data?
From your own records: the lots you have moved, the questions buyers ask and the reasons deals closed or stopped. We write only what your team can confirm.
Do we need separate personas for each mineral?
Only where the buyer differs. A plant that buys coke and one that buys limestone may share a purchase head, in which case one profile with a note on each mineral is enough.
What do we do with the profiles?
The desk uses them to prepare quotes, the outreach uses them to word the first note, and a new salesperson reads them to learn the trade's buyers.
How do we handle a supplier who is also a buyer?
Keep one person record with two roles, linked to both the supplier and buyer entries. It lets the desk see what the mine sells you and what it buys from you, and avoids two people quoting the same contact against each other.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for mineral trading companies

Everything else we would do for you.

Closest to this: strategy and research

Also for mineral trading companies

Or start from the overview: sales and marketing for mineral trading companies.

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