Hi friends, it’s been a while! Everyone inundates us daily with information, so I decided to write less often.
A simple marketing concept is to target and sell to your ICP (Ideal Customer Profile) to make sales. Simple. So many varied definitions of your Ideal Customer Profile but simply those prospects that make ideal customers. My son, too, learned the importance of accurately defining your target market and engaging with them to sell your products and services during a summer program.
Yet I was recently involved in a situation that flawed me. A senior sales executive suggested we blast my client’s database (remember Spray and Pray?) weekly with what appeared to be generic messages to me.
So I asked many questions.
1.) Did the database represent the client’s ideal customer profile companies?
2.) Did the database represent the client’s target market contacts?
3.) Do the contacts have similar roles and responsibilities to the clients?
4.) Is the database clean and accurate?
5.) Will the messaging be tailored to show how our solution solves each target market contact’s problem with your product?
6.) How often and when will the email be sent?
While these questions may be obvious, address them as part of a strategic plan before executing your outreach. There are better alternatives. Spray and pray rarely delivered consistent positive results for me!
To communicate and engage your Ideal Customer Profile through email, understand them first, then:
1.) Research how often they want to hear from you
2.) Understand their challenges
3.) Communicate how your solution solved their challenges for their peers
You must effectively communicate with your ideal potential customer to hold their attention and engage them in a meaningful discussion.