Making Profiling Pay

Making Profiling Pay

Question:
Our sales team recently adopted a new database system for tracking customer information. What information should I consider keeping on my accounts?
Answer:
If you talk to 25 different salespeople, you’ll probably hear 25 different definitions of customer profiling. In a nutshell, customer profiling is the process of tracking and acting on information that will put you in a better position with that account. What you track and how you track it is not as important as how you use the information. Here are some tips for successful profiling:

Customer profiling is personal.
Track information that is useful to you. The goal is not to complete a profile. Some information may be more useful for certain accounts than for others.
Carry a Mini recorder.
Carry a mini recorder in your car to quickly note key information about customers. Later, transfer this information to your customer profiling system.
Use customers’ personal information
Use customers’ personal information-to develop relationships. Let customers and potential customers know you think of them other than just for the sale, (i.e.-Clip articles that may interest them and send them a copy with a handwritten note)

The Right Place at the Right Time
Use profiling information to develop key account strategies. Track customers’ anticipated future needs. Act on these needs well in advance. It will show that you care about their business needs and will put you in the right place when it matters.
Share Profiling Information
Share profiling information with other departments in your company. Some of the best sales leads are generated internally. Service departments are a great example. They often have as much contact with your customers as you do.

Examples of What Might Be Tracked
in a Customer Profiling System

Mailing Information
Personal Information
Product Information
Future Business Needs
Hobbies and Interests
Buying Cycles
Buying Styles
Account Influencers
Negotiation Habits

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