The customer portfolio is a valuable item for any business and concerns the registration of people or companies that – in one way or another – came into contact with your brand. Knowing how to assemble, manage and above all sell to her is a strategic issue that will make a difference for her business to grow.
Having a good relationship with consumers, knowing how to generate value for them and reaping good results from that… This is the scenario that your company seeks, right?
Efficient customer portfolio management allows organizations to pave the way for success and growth.
However, this is not always an easy task. After all, you will only be able to create, manage and sell to her when you generate value at all times of contacts.
And therein lies the main challenge. Especially because, with the growing competition in several and several sectors, today the bargaining power is in the hands of the consumer.
Of course, for this, it is essential to understand who is really fit with your business and which ones you can, if not discard, nourish and prepare it better.
In this article, we will talk not only about what is a customer portfolio. We’ll cover important items on how to create, manage and sell to her.
Let’s check it out?
What is customer portfolio?
Customer portfolio can also be called a customer portfolio. Regardless of the term, the meaning and utility are the same.
It is the group of people or companies that, in one way or another, have established contact with your company.
This contact, of course, of a commercial character. But, it doesn’t have to be something explicit, saying that you want to buy what you sell.
It can be by downloading some content that you have created or simply registering interest in your newsletter or filling out a form on the website, becoming a lead.
In any case, the fact is that this information obtained needs to be organized and categorized.
After all, you need to identify who those prospects are right away. This will help you to anticipate your needs.
And, if that happens, you will be generating value for them, paving a solid path to achieve the long-awaited sale.
Here, we already need to highlight an important point for you to manage your client portfolio: the digital transformation of your company.
When technology is present in this process, it is much easier to sell to new customers and also to those who already consume you – applying the so-called up sell.
Thus, it will be much easier to apply the set of fundamental strategies to be able to create and maintain a good relationship with your consumers.
More than that, you will be able to make a personalized delivery in real time, which is a very important competitive differential.
How to build your customer portfolio with these 5 actions
But before applying strategies and relating to your potential buyers, you need to … build your customer portfolio, why!
For this, it is essential to follow some steps to make a correct prospecting for customers that really make sense for the business.
After all, names and names will be useless if none of them will really fit with your company, right?
The task of attracting customers requires attention to several details. And, therefore, we separate X steps for you to put into action and be assertive.
1 – Have a well defined customer profile
The first step, the bê-a-bá of those who want to build their client portfolio is to understand the profile of the ideal client (ICP) of their businesses.
It doesn’t matter if you sell to people (B2C) or to companies (B2B).
The job of creating personas needs to be done well. If they are companies: how big are they? Segment? How does your solution solve their problem?
Also, map your competitors to see how similar your solution is to who they are selling to.
If you are going to sell to the end customer: how old is your customer? Region, marital status, values, consumption habits, profession…?
Detail as much as possible. This will help you to know where these people are and target your marketing strategies to attract them.
With these clear answers, you build your customer’s profile and start going after him to build your portfolio.
2 – Delight your current customers to receive referrals
There is nothing better for someone who sells something than having customers so delighted and satisfied that they indicate new consumers.
If this happens within your company, you will not only have valuable customers for your portfolio, but you will certainly have a lower CAC and sales cycle.
At the same time, you are getting very positive feedback about what your company is doing.
So, understand that the relationship with the customer does not end – and never will – after sealing a sale.
Keep this relationship close to continue to reap rewards and enrich your customer portfolio.
3 – Educate the market
Here the idea is to reinforce the reference image you have and that the content you create maintains. “Educating the market” is about going beyond what you generate value.
This can occur as a speaker at a specific event in your area. This, of course, if you or someone in your company has this facility of speaking on stage.
But, of course, you can sponsor an event, participate in mentoring, or simply create an educational area about your self segment without a website.
Creating an event is also a way to generate value and educate the market. However, the costs in this case are higher – but they are worth it.
4 – Content… soooo much content
Content marketing is a key element for you to win customers for your business.
Inbound marketing actions show that your company is a reference in the area in which it operates and that it simply cannot be ignored.
Respond to your potential customers’ pains before they even expose the problems they are facing.
Do this through good blog posts (like this one), for example, with keywords that your customer is searching for.
Do not forget to not only optimize websites to help load pages, but also optimize content created with SEO strategies.
Create rich materials (eBook, templates, spreadsheets, webinars) with relevant themes and set up a landing page to be successful in your lead generation.
5 – Invest in networking – on and off
Relationship marketing remains very effective. Relating is something that human beings have done for centuries.
For you to be able to attract customers and sell to them, this remains a good practice.
But here, we are not just talking about online relationships, on social networks, looking for engagement and distributing published content.
LinkedIn, by the way, is the best of social networks for you to find people and / or who can enrich your customer portfolio.
Event networking is just as important. Even if you don’t have a booth (which are usually expensive) to be an exhibitor, make an appointment.
Take some cards with you, talk to people, consume the content track of the fair that you will be at.
Universities are also creative places where you can make connections that create value for you and your customers.
How to manage the customer portfolio? Check out the best practices and sell more!
Once you’ve created your customer portfolio, it’s time to manage it. The goal, you know, is to take the prospect through the sales funnel steps.
And how to do that?
We separate good practices within the sales process so that you can, step by step, generate value and guarantee the closed deal.
Have well-defined goals
Defining the goals and objectives that you have with your client portfolio is fundamental to guide the work of the entire sales force of the company.
To assess whether the goal is in line with the ambition of the team and especially the company, you can use the method called “SMART goals”.
Thus, you will always have goals that make sense to be worked with the client portfolio that you have.
Segment your customer portfolio
It is important to divide the portfolio in several ways to make the work of the sales team more efficient.
The division is important to create specific and personalized ways of doing to have excellence in serving its customers.
Separating by groups, you can take a more targeted approach.
In addition, it creates specialists within your company – which is important to show even more the reference image that your business wants to have.
It is also a way to understand if any type of customer does not bring the ROI that your company needs. And it can help you make more strategic decisions.
Therefore, you can separate customers by:
- type of customer (the size of the plan he wants to purchase from your company can be considered);
- product or service;
- company size (for B2B), etc.
Focus on serving with quality at all times
If a customer is interested in talking to your SDR, for example, to learn more about what you sell, it is essential to be prepared.
Take care of all the details. Have tools that assist the work and that have recorded the customer’s history with the company.
This will help you get the answers before the questions even arise. So, what are you doing? Generating value!
But, not only before selling, you must continue to serve with quality: all moments of after-sales are still fundamental.
Therefore, structure a customer success area in your company. Have a professional or a team that will ensure that your customers will succeed through you.
This is a strategic position within any company. She has the vision of the consumer and also of the company and is able to direct both to the best path.
Qualify people and processes
No process is 100% ready in companies. When we talk about selling, we need to be constantly updated.
In this way, the main point to always keep the present good practices is to invest in sales training. Ever.
More than that, it is essential that the company’s organizational culture fosters the exchange of internal knowledge.
Areas need to talk to each other and improve internal processes. This is focusing on the customer.
This is to be aligned with what the market demands. This is paving the way for growth for customer success.
A company is made up of people. They who will impact their consumers. So, invest and value them that, automatically, your processes will mature.
Especially the business process, making a correct pipeline management and directing each step to respond to the pain of your prospects.
Have technology as an ally
Technology is essential for those who want to manage a client portfolio and ensure assertiveness at all times.
The use of a sales system like a CRM, for example, is the guarantee that you will have all the relevant information in one place.
The entire customer history with the company will be there and you will be able to deliver the right approach at the right time.
In addition, with automatic actions and integrations, you can nurture, qualify, sell, delight and retain customers.
When this happens, you have undoubtedly succeeded in monetizing your contact list, selling to the right person or company.
This is the path your business needs to take. With technology making people’s knowledge flow, accelerating their sales and giving more productivity to their daily lives.
So, how can we help you?
If you are unsure about the article or want to know more about how a CRM helps your business, feel free and talk to a consultant.
Enjoy and read two articles that will help you impact customers and sell more and better.
The first talks about how to approach a customer for the first time.
The second, on the other hand, addresses the types of customers most difficult to serve – and how to sell to them.
A hug from CWT, your CRM. #RunCWT