Common Mistakes in Creating a Client Profile

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Let's highlight the most obvious ones:

Creating a customer image that is too general . For example, saying, “Our clothes fit everyone, so our target audience is people aged 20 to 65 with any income level.”

Not creating a customer image at all . Sometimes sales managers claim that they know their customers like the back of their hand. This is true, but what if new managers come?

Not updating the customer image over fast food email list time . People change, the product changes, approaches change. What was relevant a year ago is outdated today, including the customer image.

Identifying too many target audience segments. Theoretically, you can create as many customer personas as there are. But this is excessive: it is enough to identify 3-5 segments from each target audience group.

Don't simplify your audience by focusing on just 1-2 segments.

Download a useful document on the topic:

Checklist: How to Achieve Your Goals in Negotiations with Clients

Frequently asked questions about the client portrait
It is important to realize that without a deep understanding of your target audience, it is impossible to create a product that will be in demand.

How to create a customer profile for a company starting from scratch?
It is important for a budding businessman to understand what he wants to offer to the market.

Here are some questions to help with this:

What problem does the product solve?

Who might need it?

Which companies are similar to your potential customers?

You can come up with the answers to the first two questions yourself, and you can find the answers to the third one on the Internet. For example, study:

market research;

statistics;

industry reference materials and other sources of information.

How to draw a customer portrait?
There are several ways to form a client image:

Manually, using office programs such as MS Office or Google Docs.

Using specialized services.

In any of these approaches, it is important to adhere to a certain structure that will make working with the data convenient.

Is it enough to simply create a customer profile for your target audience?
Even if you have a detailed portrait of the ideal client, do not consider it final. After 3-5 months, return to this image and conduct another round of surveys, questionnaires or telephone conversations with buyers. This will help you clarify their consumer abilities and see what changes have occurred during this time.

That is why a customer profile is not a whim of marketers, but a real tool for increasing sales. Dividing the audience into groups not only helps increase the company's income, but also helps to effectively motivate potential buyers.