It’s tough enough to find new customers without wandering around in the dark unsure of who you’re actually looking for. Narrow the search down. Identify the individual and classify just how good a prospect is and how close to purchase they actually are.
You may think you already do that because someone in a boardroom gave a name to your ideal customer. You built out a profile. Maybe even created a personal illustration of what they look like. In meetings, you proudly exclaim that your customer is Sheila, aged 52, with 2 kids, college education and an above average salary.
Sadly, your entire customer base doesn’t masquerade as one individual. Your target is a collection of unique people with unique attitudes, habits, desires, and brand interactions.