If you’re responsible for generating revenue at your company, there’s one person you had better know much more intimately than your competition — and unless your mother’s name is Gertrude, it’s also the most important 8 letter word you’ll ever utter. So what’s the word? If you haven’t guessed it already, it’s ‘customer’.
It all begins and ends with the customer. The customer decides who wins and loses in the game of business. Sam Walton knew this and said it eloquently in his famous quote:
There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money elsewhere.
— Sam Walton
So if Sam says the key to our success is the customer, where do we begin? With the customer, of course! We need to know what makes her tick, what keeps her up at night, and what makes her buy. How do we do this? By developing an ideal customer profile or ICP. If you don’t already have an ICP, start with the basics:
- Describe your perfect customer precisely and specifically.
- How can you best serve your ideal customer? What would she miss out on if she chose one of your competitors over you?
- What else does she need help with?
Developing an ideal customer profile isn’t a one time deal. You need to develop a process to continually review your ICP to understand the latest needs of your customer.
Now that you’ve developed an ICP to intimately understand your customer, your marketing team will bring in more leads, your outbound reps will know exactly what to say, and your outside sales reps will close that big deal.
In our next article in this eventually-to-be-an-ebook series, we’re going to discuss how to get the most out of cold calling and cold emailing. Why start with outbound prospecting? If you’re starting from scratch or need an instant revenue boost, this is the fastest way to generate new business until your marketing capability is refined.
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