How to Use Customer Knowledge for Better Outbound Prospecting: Part 1

In this two part series we’ll provide insight how to organize customer knowledge across your organization.  This is important before you begin outbound sales prospecting.

Knowledge is power. So much customer knowledge exists in an organization. So how do you effectively use it before you start the outbound sales prospecting process?

Learn to See Your True Sources of Customer Knowledge

It used to be that customer relationships fell to certain teams. Field Sales, Inside Sales, distributors, business development, and licensing partners were responsible for selling and cultivating business relationships. 

Marketing generates awareness and nurtures leads among the target audience. Customer Service takes care of customer problems and questions after the sale. Professional Services implements the customer’s chosen solutions. Customer Advocates deal with supporting customer goals. Product development’s job is developing products. Customers buy and use services.

While these roles may not have changed, you may want to think differently about them. Instead of separating them, combine them to better understand your customers.  Unite and validate each department’s customer knowledge before you begin outbound sales prospecting. This is key to successfully and effectively fulfilling customer needs.

Steps to Unite Customer Knowledge

1) As a first step, every department should unify, collaborate and share Information. Invite everyone to work together effectively: Sales, Marketing, Customer Service, Partners, Professional Services, Business Development, Product Development, Customers, and Customer Advocates.

2) Your second step is to meet and designate one member to organize data from each team or group.

3) Once a representative from each group is assigned and designated, have each designate champion the work to organize data and coordinate a successful conclusion. Outline feedback about all past, present and future customer business challenges.

Gathering and recording information from each customer interaction can only serve to help the company if it is shared internally and validated by the customers themselves.

Ideal Buyer Market, With Examples

Gather data to help define the ideal buyer market. You want to define the markets with prospects best likely to purchase your product or service. 

Let’s use an example from the medical field.  Depending on your product or services, ideal buyer markets that receive value from your offering may include:

• Doctor’s Office
• Hospitals
• Care Facilities
• Research Institutes
• Pharmaceutical Companies
• Biotech Companies
• Healthcare Centers/Agencies/Institutions
• Clinics
• Pharmacies
• Ambulatory Services
• Laboratories

In Part Two of our series as we continue to explore how to gather and record customer information.