Any sales person can give you a high level breakdown of down the sales process, and some can break into each step with more detail. However, I have found that the really top achievers include one key step before knocking on doors, or making calls. These top achievers have a clear understanding of two main things. The type of service they are offering and the of customer(s) that this service fits best. The latter is achieved with a comprehensive customer profile.
What is Customer Profile? This is an outline of your client(s) and their business. It helps sales driven organisations and service provider make better business decisions regarding the products or service they offer.
Customer profiles help filter through the customers that best fit the products or services going to market. These can be existing customers or new customers. This approach helps make the step of prospecting much easier.
Two ways of creating a profile
Customer Data Mining
It's recommended that you be as granular as possible for both approaches, the more quantitive and qualitative the data, the better. Some of the things to look for are;
Who are they
What they do
Why do they do things that way
What's important to them
Where do they go for information
How do they measure success
If you are working with an existing customer base, and would like to offer additional services, the following questions should apply;
Who are my best customers
What do they do
How long have they been with my organisation
What are they buying
What are their patterns
How do they use what they currently purchase
Some great ways to get customer intel to populate your profile are;
Direct one-on-one with customer
Social Media (Facebook, LinkedIn, Twitter, etc.)
Benefits of Customer Profiling
Customer Value Specific: The products or service(s) provided to the client, will be specific to their needs.
Sales Person / Company Benefit:
Simplified Prospecting process
It helps to develop you marketing activities and programs
Better client vendor relationships
Higher Value Proposition Offer
A systematic approach gives the sales team purpose, focus, energy and success. Develop the right profile, align it to your services and have success if growing you business.
Was this article helpful?
- Do you have a customer profile?
- What does it look like?
- How often do you revisit it?
- How has it helped your business?
Leave a comment below, have a great prospecting day!!!