Branding Blog

How to define who your best target customer is - sales & marketing

Written by Dale Berkebile | Thu, May 10, 2012

When it comes to sales and marketing, it is very important to know who you are going after, speaking and selling to. Why is it then that many companies struggle in this area? What are the main things you should be using to help define your customer?

If you have been in business for a while, you already know your current customers. What are their common traits? Start writing them down and profiling your best customers so your sales team and qualify or disqualify prospects quickly.

If you are just starting out, this will be a little bit of guess work, but we will share a few tools to get you started.

Tools to define
your target market:

  • Demographics - are the most recent statistical characteristics of a population (age, sex, income, marital status, etc.).
  • Geographics - where are your customers located (within 50 mile radius, regional, within your state, national, international, etc.)
  • Psychographics - attributes relating to personality, values, attitudes, interests, or lifestyles (boomer generation, gen X, etc., republican, democrat, treehuggers, pro-lifers, etc.)

4 Buyer Personas Modes:

  • Competitive - they are logical but move at a fast pace
  • Methodical - they are logical but very deliberate
  • Spontaneous - they are emotional and move at a quick pace
  • Humanistic - they are emotional but very deliberate in their actions

4 Business Personality Types:

  • Directors - they are guarded but direct
  • Thinkers - they are guarded and indirect
  • Socializers - they are open and direct
  • Relaters - they are open but indirect

If you start digging into these tools you'll understand more and more about current customers and develop documented buyer personas or highly defined target prospects. This will be very valuable for both your sales team and your marketing team. The "C Level" players should also be regularly reviewing this data and meeting with both teams to make sure everyone is one the same page and attracting the right customers. Keep in mind this info may change over time as you change your offerings or redefine who your best customers or prospects are.

Did this article help you understand how to better define your target market? Share your ideas on using these tools? Please also share any questions you may have about this topic below in the comments section. We'll share answers within the next day. Thanks!