Customer preferences can never be totally anticipated or predicted. The benefits which one customer finds in a product or service, may not be as relevant to another, but studies have clearly shown that customers can be broadly grouped or categorized. So before approaching potential customers, one of the most effective and successful sales techniques is business profiling and categorizing your customers into groups.
It Pays to Profile your customers
Customers usually fall under three or four natural groups. This categorization will be based on the nature of their business, their buying values and priorities and most importantly the nature of the people you will be selling to. Go through the list of your existing customers who are happy to do business with you, and find out what they buy from you, why they buy from you, what benefits do they find in your products and services. Research and prepare a business profile of the groups.
Identify the Key Differences
Since you are dealing with different groups, who have different choices and preferences, prepare separate presentations to target each group. The basic facts would naturally be the same, but how you put it across in the sales presentation will differ from group to group. To be able to do this, it is compulsory to identify the key differences. Assess how a group A differs from group B.
Business Profiling of Customers- Some Important Tips
Focus on the benefits:
When preparing a group presentation, focus on the reasons why this particular group should buy your products and if there are any special benefits that will have a greater appeal for this group of customers. The sales presentation which you make to the group will center around these advantages and benefits which you are offering.
Establish the language style for each group
Your sales language has to be positive and completely relevant. This rule should be implicitly followed whichever group you are addressing. The language can vary to to suit the groups from formal to informal and from technical to plain speak. Getting a grasp on what is ideal for each customer group is vital.
Align the structure & presentation flow
Informal presentations may be the norm for some groups, while professional groups will need a longer and formal approach. The informal group will need a quick introduction, statement of facts and the key benefits which are being offered and a fairly quick conclusion of the sale. Formal groups may need stand up presentations and it is up to you to gauge and deliver by setting the best style suitable for each group. Customers will appreciate your efforts and respond positively.
Profiling your business customers into different groups is a great way to cater to their likes and preferences and such an exercise on your part, will bring better results than ever before. You will be selling in the most appropriate manner to each group, enabling you to come closer to them, capture their attention and retain their interest which is good for your business.