Client Profile is a Powerful Tool for Boosting Sales

Everyone wants to boost sales, and an underrated tool for that is the Client Profile.  When I'm working with a client who wants to get more, and more profitable, clients, I suggest developing a client profile.

A client profile is simply a one-page document that identifies several key areas:  What your company does; the characteristics of organizations you're trying to do business with, including your typical point of entry (CEO, or Facilities Manager, or--if your product is dishwashers--Chief Bottle Washer, etc); and the problems those companies have that you're able to solve.

Developing a client profile serves two purposes.  First, it requires laser-like focus on your clients:  What distinguishes your more profitable ones from the rest, and what characteristics those more profitable ones share, so that you can do a better job of pursuing those opportunities.  You'll be amazed at what you learn.

Second, you can share the document with others who might be able to help you get more business.  This is particularly important when you're asking people in your network for referrals.  Instead of just telling people, and hoping they get it, you can also provide this document that clearly identifies what you're looking for.

Understand that this isn't a sales document.  So leave out all the sales-y stuff about how great you are, how long you've been around, the quality of your work or products.  That's about you.  If I refer you to someone who fits your client profile, I'll let you tell them that.  The client profile is mostly about your clients. 

My client profile has three headings:  Industries, Organizational Characteristics, Services Offered.  The first two take up much more of the page than the last one.  These aren't necessarily the only ones, maybe not even the best.  But, it works for me.

Interested in more business, and in businesses that are more profitable for you?  Develop a client profile.