One of the 5P’s of Preparation in our PRESENT SOS is PROFILE. In fact, it is the first step. And it is first because it is the first step in developing a world-class Sales Process. 

To develop your Sales Process, you must ensure you know who you are designing it for. And you design it for your Sweet Spot Client. 

Here is how to PROFILE your Sweet Spot Client. 

Below are a series of questions I suggest you answer in as much detail as possible. By the way, don’t forget to talk to your best clients and gain insights from their input. 

Step One – What’s my problem? 

From your Sweet Spot Client’s perspective, define their problem. And ask

• How does the problem relate to their goals? 
• How much pain does this problem cause for the person, the team and the organisation? 
• What impact is the pain having for me, my team and my organisation? 
• What will I do to learn about how others have dealt with this pain? (In other words what research will they conduct? Who will they read, who will they talk to?)

• Who will they trust to talk to about solving the solution?
• What choices do they have available (and never forget inertia)
• How will they evaluate their options? 
• Who will evaluate their options? 
• How long will it take for me to fix this?
• What is the impact in ROI if I fix this? 
• What if it doesn’t work. What are the consequences for me, my team and my organisation? 
• How much time am I willing to invest in fixing this? 

Step Three – Your Sales Pitch or Value Proposition

Now try to create the sales message that will engage your Sweet Spot Client. You know what the problem is. You know what their ideal solution is. Now talk to them in ways that engage them. In other words, articulate the IMPACTS they will experience. 

Step Four – Create tailored profiles for each Decision-makers role.

Capture these for each of the evaluators and decision makers involved in the final decision. 

• What is my position? 
• What is my role in the decision? 
• What are my responsibilities and goals? 
• What will be my focus for this project? 

Step Five – What are our RED FLAGS? 

A critical next step is to be 100% about what disqualifies any prospect from becoming a Sweet Spot Client. A healthy sales pipeline is one filled with sales opportunities with Sweet Spot Clients. Sales Opportunities are the ideal fit for your organisation. Those where you can deliver the optimal value for both parties. 

So, what are your RED FLAGS? 

Key Takeaway

Take as much time as needed to complete every one of the steps above. You will NOT regret getting into the detail. Also, ensure that your sales team are focused on the right sales behaviours. The right sales behaviours mean that they are spending the majority of their time working with and working on Sweet Spot Clients. 

If you would like a copy of our Sweet Spot Client Profile Tool. Email Ronan coachronan@insthinktive.com. Or Call Ronan On +353 86 7732201.