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Get the edge with deep customer intelligence


Rebecca Coonan

Capture detailed customer insights to transform your sales approach and create a lasting competitive advantage.

Image by Markus Winkler
In Brief
  • Creating comprehensive profiles of your prospective customers can provide deep understanding of their needs, empower your development of a winning sales approach, and serve as the foundation of a scaled-up marketing strategy.

  • Major benefits of this approach include qualified lead generation, enhanced customer experience, labor efficiency, risk reduction, and a competitive advantage.

  • Maintaining the collected intelligence and establishing a process to put action to insight will assure the ongoing value of an investment in this approach.

A thorough well-designed profile should provide all the details you need to succeed in engaging a new customer, beginning with finding the relevant stakeholders involved in a sale. Identifying all decision-makers and influencers allows you to map out their needs and relationships to the transaction and formulate a more effective approach.

Beyond the customer’s contacts is where the detail grows to encompass operations, suppliers, products, sales, news and events, investments, and regulatory considerations. The goal is to produce a complete picture of the customer and their environment.

Understanding individual customer needs, expectations, and pain points allows you to customize your offering and demonstrate a commitment to exceed their expectations, which strengthens relationships and fosters loyalty. Using such a comprehensive data-driven approach magnifies your ability to connect with your customers on a personal level and provides a meaningful competitive edge.

By targeting your efforts more effectively, you can reduce time waste and allocate resources efficiently. Furthermore, solid insight from effective research reduces risk in business decision making.

The value of the output depends entirely on the quality of the input; these steps guide the process:

  • Collect the right data: Ensure it is accurate, reliable, and comprehensive.

  • Use multiple data sources: Combine internal and external data to provide a holistic view of customer behavior and preferences.

  • Regularly update and validate: Maintain its relevance and accuracy.

  • Apply insights: Use the gathered data to inform customer communication, sales tactics, and marketing campaigns.

By developing a data-driven approach to engaging your customers, you can increase selling effectiveness, and establish a clear advantage over your competition.

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