How to succeed in sales engagement: creating a portrait of the ideal client

How to win an unequal battle with many competitors for your customer? How do you get their attention? A lot of tools offer ready-made solutions, applications, and instructions. But they don’t always work. And for a specific purpose, they may not work at all. There’s also a chance to find your niche, like checking out an extended tutorial from the experts at Reply.io at https://reply.io/sales-engagement. But there’s another way that can work for a specific case in point, in a unique sales system built for a startup or company.

A portrait of the ideal customer: why is it necessary?

Generalizations are said to be fallacious. But not in business. If you minimize the differences between a certain set of qualities of the buyer, you can get an average portrait of the customer. And this model will allow you to predict his reaction to new offers. Such models are very successful and well help to recreate:

• a customer’s habits and aspirations;
• evaluate their potential purchase/order of a service or product;
• the cultural values of the buyer and their compatibility with the product;
• desire for a particular product of value, an important choice.

There are many other assessments that summarize conclusions to create an image of the ideal company customer.

It’s not about a fictional or projected portrait of the ideal customer. On the contrary, it is a system of identified and digitized, studied on the basis of data, common features and characteristics of real customers.

Creating an image of the ideal customer and answering important questions

To begin with, you can make a list of your best customers – by activity, interaction and other criteria valuable to the company. And then you need to find the answer to two questions:

• how much does the customer pay for the purchase/order?
• what benefits does the customer get from this decision?

Ideally, you could talk to the client. But you could do with an email with a questionnaire as well. If the business works and scales correctly, the cost should at least be equal to the benefit received. The ideal answer is profit; the estimate of the profit or benefit should be twice as high.

Conventionally speaking, if the product is priced at $100 a month, the customer should receive at least $200 a month in benefits. It can be measured in many ways, including feelings of comfort or moral satisfaction. But the evaluation should be made by the customer himself, his subjective opinion.

This will be the first important step in creating an accurate image of the ideal customer. But whether to stop there is up to the company.