Have you identified your perfect customer? When you know which customer group is of greatest importance to you, it will also be easier to sell more.
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Get to know your perfect customer and sell more
Let your internal profile mirror the external
One problem that many companies face is that they have different perceptions about how things should be resolved internally. Widespread management often leads to a widespread organization, which leads to an unclear external message to customers. To optimize sales, you need to find out who your perfect customer is, what kind of challenges this person got and how you can solve them. From here, you can customize the entire organization based on this information.
The market requires a clear profile of you as a company. Who are you and to whom do you sell? If the people within the company haven't agreed internally on which image to present outside, the market will not understand you either. You, therefore, need to be clear about why people should turn to your company and not to any other If the customers do not come to you by themselves (which is the goal), you will need to spend unnecessary time, costs and resources to keep in touch with them. It is difficult to change a customer's perception afterward - therefore it is important that your internal profile (how you see yourself as a company) reflects the external (how you are perceived by the customers). A profile that should of course also be adapted to your specific target group.
If you have a clear picture internally about which customer you are targeting and also show it outwards, customers will naturally find their way to you. If you do not agree internally that everyone in the company should present the same image outwardly and describe the company in the same way, the customers will be confused (and confused customers are neither loyal nor motivated to buy).
Why you sell more to your perfect customer
So how do you do to reach your perfect customer? First of all, you must get to know him or her! When you know your customer, you can create a profile that fits that specific person. If the people within the company can make sure to agree internally on which customer to target, no misunderstanding should arise (neither between employees, nor between you and the customers). Also, be very clear with your profile, for example you cannot be the ones with the lowest price, the best quality and the coolest design all at once. Choose a major USP and be sure to reach out to the right people.
If the market understands your profile and what you sell, you will not have to compromise with the customers. And that’s because you are aiming directly at your perfect customer and the rest will not be relevant. Always remember that you are not to sell to everyone! If you try to do so, you will not have a single perfect customer in the end - and the customers you sell to will not be as satisfied as the perfect customer would have become. Nor will they come back to you for a second and third purchase. Selling a product or service that is not quite right for that person that buys it often leads to dissatisfaction - and a dissatisfied customer tends to talk more about their experience than a satisfied one!
A ”wrong” customer is worse than no customer at all
A common trap is also that the manager ends up in a position where he or she only preaches on what it all should be about - without necessarily explaining why. As a manager, you are often pressured, which can lead to that you are trying to solve any weakness (for example, that profits have begun to decline) by urging your sellers to sell to as many people as they can. But the key lies in daring to say no to bad business and wait for good business to come. The wrong customer is often worse than no customer at all. Just because business has not worked out as it should for the last month, doesn’t mean that you should start firing at all target groups.
One big mistake is that many companies (people in sales as well as managers) don’t have the perfect customer. It becomes difficult to know which business to invest in and which one to accept yes or no to. Only when there is a common picture of which target group is right can a real profit emerge. When the whole organization has a consensus on this, it will be easier for everyone to come up with ideas and propose new approaches!
How well do you know your target group? Knowing who your perfect customer is and what that person challenges are is of the utmost importance for both growth and customer satisfaction. In our guide “Identifying your perfect customer with 10 questions” we will walk you through how to hold a workshop with your employees and define your perfect customer!