Developing the Profile
Basic information such as name, address, and phone number are a normal part of doing business. Beyond those basics, you can gather additional information through customer questionaires and surveys, casual conversation, and personal observation.
- Ask for information on order forms. Even if you don't need it to process orders, ask for information such as fax numbers, pager numbers, and e-mail addresses.
- Send out customer surveys. Entice customers or potential customers to fill out surveys by offering a reward. Conduct a drawing. Offer a discount or free services. Or offer a free booklet of useful information (related to your business) to each person who returns a completed survey.
- Take mental notes each time you visit customers in their homes or offices. As soon as possible afterwards, write down your notes.
- Take notes each time you talk with customers over the phone. Be alert to comments about birthdays, anniversaries, hobbies, or other interests — things that might not normally be a part of your basic name, address, phone number information.
- Be alert to news stories or articles about your customers, their businesses, employers, or schools. Clip articles or make notes about TV or radio broadcasts.
Using the Profile
Use the information in your profiles for direct and indirect marketing. Build good will and develop name recognition by sending birthday and anniversary cards, postcards, and small gifts tailored to the recipients' interests. Offer special discounts on services that you know a customer wants and needs at that time, or direct specialized mailings to customers based on past purchases or some other information from their profiles.
For instance, you might target a letter outlining your special pricing on a basic letterhead, envelope, and business card package with logo design to brand new start-ups. You could target computer owners with news of your in-home software training classes.
Customer profiles are a valuable marketing tool. They are also low-cost. You can maintain a computer database of information or a simple collection of scraps of paper in a file folder. Whatever method you use, the key is to use the information to market yourself and your business. People change. Profiles change. To get the most value from your profiles, review them regularly, and update them continually. Whether you have one customer or one hundred — the more you know, the more you sell.
Your Assignment
On paper or using your computer come up with a form that includes all the possible information you might want to have on your current or future prospects and clients. Using a blank profile make notes for each item that includes:
- How you will obtain that information:
Is it something you can just come out and ask about upon first meeting the person? Is it information you can get from online or offline research (public records, newspapers)? Is it the type of information that you will develop over time as you meet with the client and do work for them (such as buying preferences and trends or personal information about family)? - How you will use the information:
Is it something that will help you tailor direct mail or other advertising to that client? Is it information that can be used to build name recognition or goodwill (such as anniversary cards or business gifts tailored to their interests)?
If you already have clients, start filling out their profiles now. If just starting out, identify a few prospective clients and do some preliminary research and start profiles on them. This PDF Client - Project Information Sheet can be used both for general client information and to get details for a specific project. Use it as it or incorporate ideas from this form into your own client profile or job information forms.
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