Profiling and keeping track of competitors is a common activity for companies that want to stay on top of market developments. But few companies monitor their customers using the same methods despite clear advantages to doing so.
While a CRM system typically allows tracking of contact data, customer communication, order history and marketing campaigns, there are elements they tend to overlook. Customer corporate goals and strategies are seldom described in CRM systems, nor is information about business performance, new product releases, major contracts and agreements, organizational restructuring, or statements from key personnel - all of which can give the sales force an edge in following up customers, or evaluating a potential new customer.
If your sales force had company profiles containing the above information (and more) on your top 5 or 10 key accounts, none would dispute that their ability to identify opportunities and threats to the customer relationship would increase. Not only does your sales force improve its knowledge, but your customers will be duly impressed by your knowledge about them. The same holds true both for following up existing customers, and when preparing for the crucial first meeting with potential new customers.
The great Chinese general Sun Tzu once said: “Know the enemy, know yourself, and victory is never in doubt - not in a hundred battles. He who knows self, but not the enemy, will suffer one defeat for every victory. He who knows neither self nor enemy, will fail in every battle.” Had Sun Tzu not been a warrior, but a merchant, he might have included the customer in his saying. “Know the enemy, know yourself, and know your customer – then victory is never in doubt.”
MACAW research can provide company profiles for you to keep tabs on both competitors and customers. But don't just take our word on it when you can judge for yourself. We want you to see with your own eyes what we can do.
So contact us and we will send you a free sample company profile. No strings attached.
