A potential customer is that person who has grip with your business. That is, for those who your product or service makes sense and who are also able to buy.
To find these people, you need to apply a series of strategies that will ensure more sales in the future.
Knowing who your best customers are is without a doubt the scenario that any entrepreneur seeks.
When you hit your target audience, a chain reaction occurs:
- the impact of your marketing is immediately positive;
- your pre-sales team can qualify the lead that was generated;
- Your salespeople make a much more assertive sale.
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By identifying a potential customer and working on him, companies are able to quickly scale their results.
But the mission to find them isn’t exactly the easiest. There is a path to be taken – but it is definitely worth it.
We’ve separated in this article some tips to help you identify your potential customer. Are they:
- Competition Analysis;
- Interaction and mapping;
- Relationship and qualification;
- Registration of shares.
And we’ll also talk later about how you can sell to them.
Let’s check it all out? Good reading!
First of all: what is a potential customer?
A potential customer is a person or company (this in B2B sales) with a profile to purchase your product or service.
Important detail here: she hasn’t bought it yet. Even if you have all the virtues that your company understands as necessary for this.
Potential customers – it is good to say – cannot always be seen clearly by companies. It is often necessary to apply some strategies to identify them.
To then develop marketing strategies aimed at attracting customers. For you to better understand what a potential customer is, some of the characteristics he has are important.
This person or company usually:
- it has the autonomy to commit to the purchase and make its decision ;
- is able to pay for the service or product you are offering;
- you need and even urgently need to acquire your solution;
- Created a trusting relationship with the company (started from marketing), etc.
Of course, it’s not necessarily a mandatory primer. Potential customers will not always have 100% of these characteristics.
This list is another guide for you to know if you are closer or further away from selling to a specific person or company.
It is also important to emphasize another point. From the moment there is adherence with your product or service, haste will be the enemy of perfection.
In other words, you should not “push” the sale, since you saw that it is – in theory – close to happening. Be consultative.
Create value for this potential customer so that they are increasingly convinced that they need to consume your brand.
Why is it important to find potential customers?
Maybe it’s an obvious answer question. You will say, “Well, if I identify my potential customer, I will logically increase my sales.” And, of course, that’s correct.
It is, of course, the main benefit of knowing who your potential customers are and where they are.
However, another factor that is also relevant is the fact that it can strengthen the relationship you have with them. Especially after the sale.
This is a key point when it comes to corporate financial control. After all, you need to know all the points before and after the sale.
Only then will it be possible for this customer to be always present, always trying to captivate him in the right way.
If you can make the customer experience always positive with the brand, you will be creating evangelists.
These people will speak highly of you to other potential customers. In other words, they will indicate new consumers.
As a result, you will have a positive impact on two important metrics. The CAC (Customer Acquisition Cost) and also in your sales cycle.
Knowing them well, knowing their common pains and needs, makes it easier to apply cross sell strategies.
Thus, you offer an excellent mix of products and services. Something that really makes sense and further enhances the customer’s success with you.
How do I find my company’s potential customer? Check out 6 strategies
You certainly want to be precise when it comes to attracting, relating, qualifying and selling, don’t you? So this scenario necessarily involves finding your company’s potential customer.
You can and should define your business personas. But you need to put some actions into practice first.
But, for this, it is crucial to make a complete structure. From one end to the other of your businesses strategic planning.
As much as you are currently positioned in the market.
And that somehow managing to generate leads, many times some (or several) appear without adherence. Also, there is a high cost involved.
It’s expensive to have a pre-sales team serving people who don’t make sense of the business. Or having sellers talking to someone who is just giving the famous “little look”.
Therefore, you need to identify your company’s potential customers. Find those people who really can afford to buy.
For this, we have separated 6 strategies:
The first (and mandatory) step for any business is to segment the market and know your niche.
“Shooting” everywhere doesn’t make any sense. You can try to embrace the world if you like, feel free.
But the chances of not being able to truly impact anyone are great. It is necessary to focus and understand which market share the company fits best.
By segmenting the audience, it is possible to study your potential customer well. Understand your needs and make adaptations – if necessary – to the solution offered.
Thus, it is easier to become a reference in the segment in which you operate. Especially if you manage to have a sales process that is really customer focused.
Being an expert makes it much easier to attract more and more customers and, of course: sell to them.
With the exception of markets where you are innovative and/or unique, you should always keep track of what your competition is doing.
Likewise, in the mission to find your potential customer, this remains a necessary strategy.
If you sell to other companies, any company that is using the service or product similar to yours serves as an analysis.
Even because you understand, right away, that she has a need. And if it’s recurrent, even better. She will always be a potential customer of yours.
Also knowing the solution that the competition offers, you know how competitive yours is. And, of course, if it serves the analyzed customers.
Find out where these customers circulate and start interacting. For example, a good way to start doing this is at fairs in each sector.
Many people circulate there in search of innovation and exchange of experiences and knowledge.
Complementing the previous strategy, here again we talk about the need to interact with your market. We talk about events, but social networks are also important.
If we’re talking about B2B, you must be active on LinkedIn. Companies with the potential to consume your service or product are there.
Some are satisfied and others dissatisfied with the competition. Others don’t even know how to find a solution to their problems.
Speaking of which, what pain do these potential customers have? You need to talk to them. Encourage group conversation.
Create a large connection network and make a relevant post. Also, do research. Either on your own or by a specialized consultancy. It does not matter.
Be careful not to be commercial at these times. You do need to be consultative. Have a conversation that creates value for everyone.
Listen to what your target audience has to say. Analyze your product or service. Does it deliver the solution people are looking for?
Only knowing the pains of customers will you be able to tailor your delivery to these needs.
Until the previous tip, the mission was to identify an ideal customer profile (ICP). For what? To know where to direct your marketing actions. No strategy is completely accurate
. However, you must strive for perfection at all times. From this moment you already know who is – in theory – your potential customer, you need to attract him.
Content marketing is a great (and cheaper) way to do it. Produce good content on your blog, with SEO optimization, to attract people to your site.
Then have the visitor converted to a lead. Like? With rich materials offered on your landing page. Here, see how important it is to know your customer well.
You will offer free content that responds to some of his pain. From now on he has given you a means of contact – email, probably.
Then, you are allowed to start strengthening that relationship.
Lead generated, it’s time to nurture it. Put that contact in a flow of nourishment and send them deeper and deeper content.
The intention here is to make him more and more interested in your company. As he opens these emails, he will move forward on his shopping journey.
For example, let’s say out of 3 emails sent he replied. In the air, the doubt remained: it may be that he is intending to buy.
So, it’s time to fire up your SDR team. This lead will move from marketing to sales. And there will be what is commonly called the “passing of the baton”.
To summarize, this professional mentioned above will contact you to find out about the real needs of this potential customer.
At the same time, it will explain how the product or service being sold can help. To better understand its importance within a company, listen to the following audio:
Prepare for all scenarios
If he shows interest, the seller takes over from there. Whether it closes or not, other factors count. But this is definitely a potential customer.
In other words, the aforementioned scenario is practically ideal. But it could be that your outgoing emails are never replied to – maybe not even read!
So get this: you went where your prospect was. He got his contact, but he wasn’t even close to getting an interaction to sell. It could be that:
- you have not been clear in the message you conveyed;
- its content doesn’t make sense to a lot of people;
- you made a mistake in the segmentation;
- It is necessary to go deeper into its contents.
It can actually be a lot. Therefore, it is important to analyze: does your content have a good conversion rate?
If so, well, it’s normal not to be able to deepen your relationship with everyone.
But if the rejection is high, then you may be missing one or more of the above factors.
Recording the actions taken are important to repeat what went right and discard what didn’t. But you see, you need to have really recorded everything.
It ranges from successful targeting on Google Ads, to more technical language on some rich material that has converted little.
As a result, this will stop you from losing money first. Both in paid campaigns that do not perform, as well as concentrating work time on a strategy that is not valid.
Knowledge is important. Share good practices ditto. Everything can be registered in the sales playbook.
Although it is geared more towards salespeople, it is important to have full knowledge of the company’s sales force there.
After all, both teams (marketing and sales) must always be in contact. The second generates demand for the first.
And the first leads to the second. So, there’s nothing better than getting to know each other for the benefit of the company, right?
In fact, better understand the role of the marketing team in the use and supply of the playbook. Listen:
How to identify the real potential customer before selling
Here, you need to differentiate the prospect from a suspect. In other words, the first is a prospect with real chances to buy.
The second one may just be curious about you – and nothing more. And, well, the prospect you more or less understand who he is, don’t you?
It’s that person who:
- opened your sent emails;
- replied to one of your emails;
- talked to his pre-sales team and exposed his pains;
- has purchasing power or purchasing influence;
- Understands how you can help him, etc.
And the suspect? Well, it will give you some “clues” that it is one, when:
- cares too much (and almost immediately) about the price of what you sell;
- Question all the time about the result. However, he doesn’t care so much about the application of the product or service;
- shows no urgency to start using what you sell;
- makes too many demands or asks for too many customizations (if you sell, you run the risk of churn );
- have very specific technical questions (it could be a competitor);
As a result, these guidelines make it easier to improve the sales process. You and your team have the weapons to be more assertive.
Attract, relate, nurture and qualify your potential customers in a smarter way. Go ahead. You can.
So, how can we help you?
Enjoy and read two articles that will help you sell more and better.
The first talks about some strategies on how to attract customers to your business.
The second talks about how to increase sales with integration between marketing and CRM.