10. Company and personal profiles of our customer and prospect lists can save you money and speed up the sales cycle.
Sadly, though, this is the not position of around 80% of all small businesses. Even the majority of the few who do some sort of profiling, expect their sales force to do it without giving them a simple set of elements that comprise a profile and a direct way to provide that data to marketing. Such a profile is invaluable in determining towards whom a company should concentrate its marketing efforts. Company criteria might include such things as basic values, position in marketplace, business style, etc. Personal profiles would include behavioral styles, general thought processes, decision-making level, and so on. Once a profile of top customers/clients is available, it becomes easy to separate prospect lists into high and low probability, thus saving the company thousands of marketing dollars.
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