If you don’t choose who you want to do business with, then your customers will choose you! And these customers might be less than perfect. Understanding your Ideal Customer Profile (ICP) will dictate everything from product features or service offerings to your marketing and prospecting strategy. Here’s what you need to know to make sure everyone in your company from Product to Marketing and Sales understands who you want to do business with.
I regularly speak with founders that are looking to get out of the sales leadership role but can’t justify hiring someone who’s sole responsibility is to manage a group of SDRs (Sales Development Reps) or AEs (Account Executive). Instead, they’ve decided to add a quota carrying rep who will also play the role of sales leader. I cringe each time I hear this. Here’s why...
There has been so much written about the Millennials that I’m afraid we aren’t getting ready for Gen Z. They have hit the workforce and although probably not decision makers yet, they are individual contributors and their opinion matters. They don’t know a world without smartphones and technology. They are used to connecting and communicating in less personal ways; text, email, slack and chat.
Using the word disrespectful may seem harsh, but I need to get your attention. I’m tired of seeing Sales Reps., Sales Engineers, Solutions Consultants and Technical team members be disrespectful of the prospect’s time and intelligence while demoing their product.
According to CEB, “57% of the purchase decision is already complete before the customer even calls the supplier.” If we know this (and we do) then why aren’t we putting in the same amount of time and effort learning about our prospect and their needs as the prospect has put into learning about our industry, our company and our competitors?
I'm not your regular March Madness fan. If you follow me on LinkedIn then you know I went to the University of Kansas and I'm a huge Jawhawk Men's basketball fan. If you don't follow me, then hopefully my "March Madness" profile picture was a tip off (basketball pun intended). I calculated that by the time March Madness starts I've watched no fewer than 200 hours of NCAA basketball. I never miss the Jayhawks play. Then there are the games I watch for scouting purposes. I estimate I see 70% of all Big 12 games. This year I was keeping a close eye on UNC, Duke, Iowa, Kentucky, Louisville, etc- you get the point. I watch a lot of NCAA basketball. So imagine my disappointment to be tied for 16th in my March Madness pool!
If you had the pleasure of watching the last 4 days of basketball with me, you probably heard the following from me at some point: "Is this happening?", "Yep- this is happening!", "Did that really just happen?", "Did Michigan State really lose to Middle Tennessee?", "What conf. is Middle Tennessee in?", "A&M is in overtime? I switched that game off with a minute left- it was over!" Ahhhhh, I love March Madness.