Thorough and accurate customer profiling will help you uncover innovative ways to expand your core customer base and reach beyond existing demand. Use customer profile tactics to pinpoint prospects who:
- No longer purchase your products and/or services.
- No longer purchase your products and/or services in your existing category.
- Are now purchasing alternative products.
- May not understand the aspiration and value of your product and/or category. How can you educate them on it?
Identify features and benefits these market segments seek that are not currently being met. How can you reach these prospects? Build on common aspirations that extend to people who are not currently customers, rather than focusing solely on existing customers. If your complete brand identity is broadcast consistently through your touchpoints, you’ll attract new types of customers who relate to your core values.
Is your brand image conveying your true brand identity? Many companies are unaware that the perception they create in the eyes of customers does not align with their brand positioning and values. Often, simple details confuse or repel customers and become obstacles to closing sales. For example, if your brochure is vague or your website is cold and formal, failing to communicate who you are and why a prospect should choose your brand, you’ve created an obstacle.
Imagine seeking a top-quality product and walking into a shop with a cement garage floor and an ancient metal 1970s desk. Chances are, you’ll be tempted to walk away. That shabby storefront is a touchpoint that doesn’t communicate the level of quality you seek.
Scrutinize all your touchpoints. Eliminate any obstacles that are costing you business.
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