At the foundation of every successful sales team is a shared understanding of your company’s ideal customer.
Although you may know why you began your company as well as what you can offer, without knowing who will purchase your product or service, it will be challenging to grow.
By creating a well-defined ideal customer profile, you will be able to scale and achieve sustainable success. Here’s how to begin.
The Basics of an Ideal Customer Profile
During an ideal customer profile session, you notice patterns in the conversation. You will think about customers in your current roster that meet the criteria and which ones are non-ideal (and often consuming most of your sales team resources).
Beginning with the basics, the following information should be included in your ideal customer profile. By collecting this information, you will be able to visualize who you’ll want to do business with:
- Business demographics — What do they do? What is their annual revenue? Are they in a specific geography? How old are they?
- Customer company characteristics — What does your ideal customer value? What is their company culture?
- Customer product characteristics — What does your customer create? In terms of their products, what are some of the key attributes? Think variables such as size, type, volume, materials and quality.
Be Specific to Create a More Detailed Profile
As you begin uncovering some of these basic details, you can then dig deeper, focusing on the ideal relationship between you and your customer, the industries you would like to sell to, the triggers for buying and more. You want to be specific!
All of this data begins to paint a picture, one that will support your company’s growth and development. The key will be organizing all of this vital information into a simplified ideal customer profile. That way, you can build more focused, targeted campaigns.