Business profiles can be used to significantly improve marketing and sales.
We’ve previously looked at how to use customer profiles to better market to individuals, now I want to focus on business profiles .. the sort of characteristics that certain businesses share.
When you are profiling businesses your questions will be different simply because they are so different to individuals. however they are made up of individuals and the process is similar.
Ask yourself the following.
- What do the business we want to target look like?
- What size are they?
- How many people do they employ?
- What typically is their turnover?
- What are their problems?
- Do they have skills shortages?
- Are they expanding or contracting?
- Is technology an issue for them?
- Do they import or export?
- Who is their typical customer?
- Do they have trade nationally, globally or locally?
- What trade magazines might they take?
- Do they attend trade events? If so, which?
- If you were to conduct a SWOT on a business that matches the above what else would you learn?
Maybe you are more interested in a particular sector
- Some of the above questions will apply to the whole sector.. which ones?
- What specific sectors/industries you are going after? Why?
- Do they currently work with you .. do they buy your “product and/or services”? If not, why not?
- Are there common objections that you hear? What are they?
- •What problem does your product and/or service solve for them? What are their pain points that you solve?
- What are their objectives?
- What benefits can you offer to this sector that no one else can?
Answer these questions and you will be closer knowing how to market to businesses.