We are living in the most competitive age of selling yet – with new media channels, outreach techniques and hundreds of competitors all vying for consumers’ attention, all of the time. Bombarding your prospects with sales calls and marketing information just isn’t enough to push for a conversion, and these aggressive tactics are no longer viable in a post-GDPR environment.
If you want to increase your sales, you need to first identify who you are selling to. Every campaign and every pitch needs to start and finish with your prospect’s problems – and how you are solving them.
In the words of the late great Zig Ziglar: “Stop selling. Start helping.”
Why Bother With Prospect Profile?
Creating the perfect prospect profile is all about collecting relevant data on your prospects and building up a picture of not only who they are, but what they want and need. Yes, you can target John, but who really is John? What does John do for a living? Where does John live? What does John need help with? What information does John want to hear about? If you find this out, you have a much higher chance of giving John what he really wants.
To do this, you will need to do two things:
- Gather together as much information and data on your ideal prospect as possible.
- Encourage engagement by making what you’re selling relevant to them.
In the words of Gail Goodman, CEO of Consultant Contact, “What makes content engaging is relevancy. You need to connect the contact information with the content information.”
Building up a detailed prospect profile will:
- Help you identify the best people to connect with
- Start to show you the best ways to get in touch with them.
- Allow you to hone your marketing efforts, and speak to them in the most effective way.
For more information about the best way to speak to your prospects, download our e-book ‘Outbound Strategy: Why Emails Deliver 11x More Meetings Than Calls’.
How To Create Your Prospect Profile
1. Get visual
Thinking about your ideal prospect just isn’t enough, as you’re going to miss out on the most important aspect of this process: the details. Details are what helps you create a personal and relevant message, so get your information down on paper or screen in as much detail as possible, to start building up a visual picture of who your perfect prospect is.
2. Start by looking back
Of all the information you currently have at your disposal, your past clients are the best place to begin. Look back and identify who your best ones were. Who did you really enjoy working with? Who was most responsive to your marketing? Who got the best results? What common traits did these clients share? Start to build a picture of the kind of clients you want to be working with, and who wants to be working with you.
3. Look at both personal and professional characteristics
Keep in mind the defining qualities that your favourite past clients shared, and imagine you are having a conversation with them. It may sound strange, but you’ll want to keep imagining that you are talking to a real person in order to get the best results.
Think about the personal details of your ideal prospect: their age, gender, job, income level, location, marital status, race, religion, and so on. Remember that if any of these demographics are not relevant to your brand you should skip them. Similarly, if your brand deals mainly with a particular element of your prospect’s lifestyle (i.e. you sell wedding packages and it is important that you know the marital status of your prospects) then feel free to expand these areas further in order to get the data that you want.
You’ll also likely want to consider the professional demographics of your ideal prospect, such as the industry they work in, their job title, the size of their company, the experience they have, their educational background, and so on.
It’s in this area that you’ll want to expand into the details as much as possible, as these demographics tell us about your prospect’s purchasing decisions.
Try digging a little deeper and think about:
- Their job description and daily duties
- Their goals and priorities
- Their pain points
- Any actions they might have taken to solve them in the past
- The structure of their team and who is involved in purchasing decisions
Turning all of the information you find into a picture of one ideal prospect is often beneficial, as it allows you to consult this ‘person’ on all of your marketing efforts and every decision you make.
Here is one we made earlier…
Remember the more detail you can give to Sarah, her life and her job, the better. The most important part of this exercise is that you are focusing on what Sarah wants and needs. What are her goals? What her obstacles relative to her environment and circumstances? Deep dive into the specifics.
The best way to build up this picture is to talk to people. Go out and talk to prospects and clients that you want to attract. Paint yourself a picture of who they are, what they struggle with and what they want to achieve. That is crucial to a good prospect profile.
A final word on Prospect Profiles…
In summary, it’s all about identifying the common traits of your best clients and creating a prospect profile in as much detail as possible to give relevance to your marketing and sales efforts.
The very best marketers in the world have mastered the art of knowing as much as possible about their ideal prospect, making it much easier to craft the right message and address the right pain points.
Once you have identified who your ideal prospect is, it’s time to find out where they are by creating a prospect map. Read my article on how to do that here: How To Create The Perfect Prospect Map: Sell To The Right People In The Right Place
How Taskeater Can Help
As professional lead generators, we help clients from all over the world create more specific and focused target criteria, particularly important now the GDPR has become enforceable. Read more about how to ensure lead generation and cold email campaigns are GDPR-Compliant here. Our wide-ranging expertise in global markets and various sectors means we can help clients tailor their criteria to be accurate, relevant and tailored to their campaign message and objectives.
Get a free consultation with one of our lead generation experts today and get help leveraging your prospect profiles in an outreach strategy today.