I have always been a big advocate of building a customer profile. Even going as far as knowing what your ideal client hangs on their refrigerator(DTM Tip). But honestly, can you describe them or even paint a picture of them. Try these questions, just to get a start and keep adding. The demographics you can get today are scary but how you use them is were the true talent comes in!
-
Describe the type of client that produces 80% of your sales.
-
Describe the type of client that produces 20% of your sales.
-
Describe the level of next generation involvement and how it affects the sales process.
-
Of your customers, who are the typical influencers and decision-makers on your product and services
-
Describe the sales process.
-
Identify and rate the key factors why a customer chooses your equipment.
-
Identify and rate the key factors why a customer does not choose your equipment.
-
Describe the typical complaints customers have regarding your product or services.
-
If a customer had to describe your products or services what would they say?
-
If a customer had to describe your company what would they say?
-
What would a prospect say who had never purchased from you?
-
What type of customer is typically the most profitable and least profitable?
-
Demographics are important and encourage you to include them.
This is just a starting point, but I am amazed how few people got thru this exercise and then not repeat it at least on an annual basis. I encourage you to build drivers into your system so that you can monitor changes. The only thing I can be certain of: Is that it will change. Will you?