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Scrap recycling companies · Buyer persona

Describe each person who sells you scrap or buys your graded lots.

A buyer persona for a scrap yard is a written description of one kind of person you deal with, covering what they hold or need, what worries them and how they decide. GullySales builds personas from your own lifting history and calls, not from guesses.

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

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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 scrap recycling companies

Sales and marketing for scrap recycling companies, the overview.

Last updated 18 Oct 2026.

For scrap recycling companies

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

  • “The stores manager wants the heap gone without questions”

    This person is judged on a clean store and a clean audit. They want a vehicle that arrives, a slip that matches and no argument at the gate. The message to them is reliability.

  • “The plant owner signs off and watches the rate”

    Where the owner decides, price and trust in the yard both matter. They may ask a trusted yard for a rate and compare it with a second. Speak to them with a written rate and a record of past lifts.

  • “The mill purchase head buys against a grade”

    This buyer does not pay for promises. They want lot descriptions that hold, steady supply and credit terms that suit them. A first trial lot is how they test the yard.

What we do

What we deliver for scrap recycling companies.

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

  1. A persona sheet for each seller type

    Factory stores head, plant owner, contractor, workshop owner and kabadiwala network, each described from your own contacts.

    Result: A sheet per type that your sales staff can read in a minute.

  2. A persona sheet for each buyer type

    Re-rolling mill, foundry, melter and a larger yard, with what each asks before ordering.

    Result: A sheet per buyer type with the questions they ask.

  3. Question lists from real calls

    The first five questions each type asks, drawn from your phone and WhatsApp history.

    Result: A question list per persona you can train staff on.

  4. Message mapping

    Which message and which page suit which persona.

    Result: A table matching each persona to a message and a page.

  5. Gaps in your current mix

    Which personas you rarely reach and what would reach them.

    Result: A short note naming the people you are not yet talking to.

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

These are the people who ask your yard questions, and what each wants first.

Plant stores head
Wants to know the truck will come on the promised day, the slip will match and the store will be clean for the audit.
Fabrication workshop owner
Has mixed offcuts and wants to know if small lots are lifted, and whether sorting will change what the yard pays.
Demolition contractor
Wants a visit to the site, a weight agreed on structural steel and a clear sense of who removes what and when.
Foundry purchase head
Wants the lot described by form and mix, a trial quantity first and credit terms that suit the plant.
Re-rolling mill buyer
Wants steady ferrous supply of the same form and a yard that can say in advance when the next lot is ready.
Kabadiwala network head
Wants fixed collection points, quick weighing and clear dealings, since their own collectors judge them by how they are paid.

Who it is for

This is written for these scrap recycling companies.

  • Ferrous scrap yards supplying re-rolling mills and induction furnaces
  • Non-ferrous metal recyclers handling copper, brass, aluminium and zinc
  • Factory scrap contractors who clear offcuts, turnings and rejects from industrial estates
  • Demolition and dismantling contractors selling structural steel
  • Auto scrap and end-of-life vehicle dismantlers
  • Cable and wire stripping and copper recovery units
  • Aluminium and brass melters who convert scrap into ingots
  • Organised kabadiwala networks collecting household and shop scrap for onward sale

Not for

It is not the right fit if.

  • You have no record of past calls or lifts to draw on, so personas would be guesses and not your actual sellers.
  • You sell to one mill and buy from one plant, so there is no mix of buyers to describe yet.
  • Your team will not read a one-page sheet before answering calls, and the effort would sit unused.

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 can you build personas without inventing people?
We read your actual lift records, call history and invoices, then talk with your team. The personas describe patterns in your real business, not made-up characters.
Do we need a persona for every metal?
No. Start with the people who sell and buy, then note which metals each holds. A contractor and a workshop owner both sell steel, but they decide differently.
Who in my team should read these?
The people who answer the phone, quote rates and visit plants. A persona sheet that sits unread in a folder does nothing, so we keep each one short.
Should sellers and buyers share one persona sheet?
No. A stores head wants a lift and a mill buyer wants a lot, so their questions, wording and worries differ. Keep two sets, because your replies and pages for each must speak to a different reader.
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.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
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 scrap recycling companies

Everything else we would do for you.

Closest to this: strategy and research

Also for scrap recycling companies

Or start from the overview: sales and marketing for scrap recycling companies.

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