Customer portfolio: how to assemble, manage, relate and sell to it

Customer portfolio

Customer portfolio

The customer base is a valuable item for any business and concerns the registration of people or companies that – in one way or another – came into contact with your brand. Knowing how to assemble, manage and above all sell to them is a strategic issue and one that will make a difference for their business to grow.

Having a good relationship with consumers, knowing how to generate value for them and reaping good results from that… This is the scenario that your company is looking for, right?

Efficient management of the customer base allows organizations to pave the way for success and growth.

However, this is not always an easy mission. After all, you will only be able to create, manage and sell to it when you generate value at all times of contact.

And therein lies the main challenge. Even because, with the growing competition in various and various sectors, the bargaining power is now in the hands of the consumer.

Of course, for that, it’s critical to understand who’s really fit with your business and which ones you can, if not discard, nurture and better prepare.

In this article, we will talk not only about what the customer base is. We will cover important items on how to create, manage and sell for her.

Let’s check it out?

Good reading!

What is a customer base?

Customer portfolio can also be called customer portfolio. Regardless of the term, the meaning and utility are the same.

It is the group of people or companies that, in one way or another, established contact with your company.

Contact this, of course, of a commercial nature. But, it doesn’t have to be explicit saying you want to buy what you sell.

It can be downloading some content you’ve created or simply registering interest in your newsletter or filling out a form on the website, becoming a lead.

In any case, the fact is that this information obtained needs to be organized and categorized.

After all, you need to identify who these prospects are right away. This will help you anticipate your needs.

And, if that happens, you will be generating value for them, paving a solid path to get the long-awaited sale.

Here, we already need to highlight an important point for you to manage your customer base: the digital transformation of your company.

When technology is present in this process, it is much easier to sell to new customers and also to those who already consume you – applying the so-called up sell.

Thus, it will be much easier to apply the set of fundamental strategies to be able to create and maintain good relationships with your consumers.

More than that, you’ll be able to make a personalized delivery in real time, which is a very important competitive advantage.

How to build your customer base with these 5 actions

But before applying strategies and relating to your potential buyers, you need to… build your customer base, oh!

For this, it is essential to follow some steps to properly prospect for customers that really make sense for the business.

After all, it won’t do any good names and more names if none of them will really fit with your company, right?

The task of attracting customers requires attention to several details. And that’s why we’ve separated X steps for you to put into action and be assertive.

Check out:

1 – Have a well-defined customer profile

The first step, the be-to-be for those who want to build their customer base, is to understand what is the ideal customer profile (ICP) of their business.

It doesn’t matter if you sell to people (B2C) or to companies (B2B).

The job of creating the personas needs to be done well. If they are companies: how big are they? Segment? How does your solution solve their problem?

Also, map competitors to see how similar your solution is so you know who they’re selling to.

If you are selling to the end customer: how old is your customer? Region, marital status, values, consumption habits, profession…?

Detail as much as possible. This will help you know where these people are and direct your marketing strategies to attract them.

With these clear answers, you build your customer profile and start going after him to build your portfolio.

2 – Enchant your current customers to receive referrals

There is nothing better for someone who sells something than having customers so delighted and satisfied that they refer new customers.

If this happens within your company, you will not only have valuable customers for your portfolio, but you will certainly have a shorter CAC and sales cycle.

At the same time, you are getting very positive feedback on what your company is doing.

Therefore, understand that the relationship with the customer does not end – and will never end – after making a sale.

Continue to keep this relationship closely to continue reaping results and enriching your customer base.

3 – Educate the market

Customer portfolio

Here the idea is to reinforce the reference image you have and that the content you create maintains. “Educating the market” is going beyond what you generate of value.

This can happen by being a speaker at a specific event in your area of ​​expertise. This, of course, if you or someone in your company has this facility to speak on stage.

But, of course, you can sponsor an event, participate in mentorships, or simply create an educational area about your segment without a website.

Creating an event is also a way to generate value and educate the market. However, the costs in this case are higher – but they are worth it.

4 – Content… solo content

The content marketing is a key element for you to win customers for your business.

Inbound marketing actions show that your company is a reference in the area it operates and that it simply cannot be ignored.

Respond to your potential customers’ pains even before they expose the problems they’re facing.

Do this through good blog posts (like this one), for example, with keywords that your customer is searching for.

Don’t forget to do not only website optimization to help load pages, but also optimize the content created with SEO strategies.

Create rich materials (eBook, templates, spreadsheets, and webinars) with relevant themes and set up a landing page to succeed in your lead generation.

5 – Invest in networking – on and off

Relationship marketing remains very effective. Relating is something human beings have been doing for centuries.

For you to be able to attract customers and sell to them, this is still a good practice.

But here, we’re not just talking about online relationships, on social networks, looking for engagement and distributing published content.

LinkedIn, by the way, is the best social network for you to find people and/or who can enrich your customer base.

Event networking is equally important. Even if you don’t have a booth (which are usually expensive) to be an exhibitor, check your presence.

Take some cards with you, talk to people, and consume the content trail of the fair you will be attending.

Universities are also creative places where you can make connections that create value for you and your clients.

How to manage the customer base? Check out the best practices and sell more!

Once you’ve created your customer base, it’s time to manage it. The goal, you know, is to lead the prospect through the steps in the sales funnel.

And how to do this?

We separate best practices within the sales process so that you can, stage by stage, generate value and ensure the deal is closed.

Check out:

Have the goals well defined

Defining the goals and objectives you have with your customer base is essential to guide the work of the entire company’s sales force.

You need to know what needs to be done and how it will happen. It’s essential to keep everyone’s engagement and motivation high.

To assess whether the goal is in accordance with the ambition of the team and especially the company, you can use the method called “SMART goals”.

Thus, you will always have goals that make sense to work with the customer base you have.

Segment your customer base

Segment customer base

It is important to divide the portfolio into various ways to make the sales team’s work more efficient.

The division is important to create specific and personalized ways of doing things in order to have excellent customer service.

By separating by groups, you can take a more targeted approach.

In addition, it creates specialists within your company – which is important to show even more the reference image that your business wants to have.

It is also a way to understand if some type of customer does not bring the ROI that your company needs. And that can help you make more strategic decisions.

Therefore, you can separate customers by:

  • type of customer (you can consider the size of the plan he wants to buy from your company);
  • location;
  • product or service;
  • Company size (for B2B), etc.

Focus on providing quality service at all times

Customer service will always be a competitive advantage that needs to be continuously improved in your company.

If a customer is interested in talking to your SDR, for example, to find out more about what you sell, it is essential to be prepared.

Take care of all the details. Have tools that help the work and that have registered the customer’s history with the company.

This will help you get the answers even before the questions arise. So what are you doing? Generating value!

But, not only before selling you must continue serving with quality: all post-sales moments continue to be essential.

Therefore, structure a customer success area in your company well. Have a professional or a team that will ensure that your customers will succeed through you.

This is a strategic position within any company. It has the vision of the consumer and also of the company and manages to direct both towards the best path.

Qualify people and processes

customer portfolio

No process is 100% ready in companies. When we talk about selling, it is necessary to be constantly updated.

Thus, the key to always keeping good practices present is to invest in sales training. Ever.

More than that, it is essential that the company’s organizational culture promotes the exchange of internal knowledge.

The areas need to talk to each other and improve internal processes. This is having a focus on the customer.

This is to be aligned with what the market demands. This is paving a growth path to customer success.

A business is made up of people. They are the ones who will impact their consumers. So, invest and value them and, automatically, your processes will mature.

Especially the commercial process, managing the pipeline correctly and directing each step to respond to the pain of your prospects.

Have technology as an ally

Technology is essential for anyone who wants to manage a client portfolio and ensure assertiveness at all times.

Using a sales system like a CRM, for example, is the assurance that you will have all the relevant information in one place.

The customer’s entire history with the company will be there and you will be able to deliver the right approach at the right time.

Furthermore, with automatic actions and integrations, you can nurture, qualify, sell, delight and retain customers.

When that happens, you have undoubtedly succeeded in monetizing your contact list, selling to the right person or company.

This is the path your business needs to take. With technology making people’s knowledge flow, accelerating their sales and giving more productivity to their daily lives.

So, how can we help you?

Enjoy and read two articles that will help you impact customers and sell more and better.

The first talks about approaching a customer for the first time.

The second covers the types of customers that are most difficult to serve – and how to sell to them.

Good sales!