Using Customer Profile Data for Direct Sales

While many direct marketers are accustomed to conducting regular customer profiles to identify new prospecting opportunities and control mailing costs, organizations with significant direct and field sales initiatives are also beginning to use database information to help salespeople optimize their own business development efforts.

Profile data typically pinpoints the common characteristics in a company’s customer base, such as enrollment ranges, metro status, spending, funding, and technology sophistication. This information then serves as the “platform” for identifying prospects whose characteristics align most closely with current customer data.

Sales managers can use customer profile data in much the same way that direct marketing managers do, giving their sales staff important information and guidance for both prospecting and key account initiatives. Profile data can also help sales managers select “reference” districts to use as part of the sales information process. For example, a large urban district with high levels of federal compensatory funding will most likely be interested in examples, testimonials, and case studies from similarly sized and funded districts. Additionally, profile data can also help sales managers determine which districts and administrative personnel to target for direct sales, which to target for inside telesales, and which to escalate to more intense relationship-building and account development status.

Customer profile data can help sales teams become more efficient prospectors and can help sales management allocate resources more effectively. Just as direct marketers are looking for data-driven opportunities to improve results and control costs, direct sales teams are seeking similar solutions and often these answers begin with detailed, accurate, and timely market information.