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The Benefits of Customer Profiling

(September 2011) posted on Wed Sep 07, 2011

Catering to specific clients.


By Jared Smith, president of bluemedia

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Go to their website. Do they have a great product with good market share or a crazy idea that you think might not even work at all? Respect your ability to develop some type of an opinion on who you’re dealing with, and then tweak your responses to fit that opinion. When I say “responses” in this context, I’m referring to every interaction you have with that client. The price point you choose is a response; the design you propose is a response; the way you speak to that client is a response; and so on. If you’ve done your homework, you’ll do well on the most important thing you’re graded on: your response.

The game changer
So you have an opportunity with a huge client – it’s time to consider a few things. I like to begin with: Why are they coming to us? Are they coming to us because we’re the only option within 200 miles of the need? Are they coming to us as a referral from someone we did a great job for? Did we cold-call them into submission and they are only giving us this opportunity to stop the voicemails? Or did they reach out to us as the best solution for their need based on their own research of available options?

It’s extremely important to ask yourself these questions and form an opinion about why they’re in communication with your shop. The answer to this question should help you in tailoring your response to overcome any objections specific to this particular opportunity.

For example, if you are indeed their only option based on location or other factors, you might be able to charge a small premium – like the gas station that sits in the middle of nowhere. And if this is an opportunity based on their research, you might discount slightly to ensure you would be competitive on a large quantity.

Either way, when it comes to large clients you always need to keep in mind that your proposal is going to land on the same desk as multi-million dollar proposals. So spend the effort. Make sure it presents well and that there are zero mistakes. This type of client can be a game changer for your company, so respect these opportunities without leaving any money on the table.


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