Who are your customers?
Your receptionist has just returned from her chiropractor and he has informed her that her office chair is causing pain in her lower lumbar region. The only fix is an orthopedic approved chair. Okay – how hard can it be to buy a new chair? It ends up being fairly difficult because you buy three different chairs and not one of them quite fits the bill. In order to obtain the perfect chair your receptionist’s chiropractor makes an office visit armed with a list of acceptable options. Very nice of him…who knew chiropractors made office calls?
Off you go to the local office supply store to buy the ergonomic chair of all ergonomic chairs. The folks at the store are more than helpful. The chair is in stock and assembled! You move to the checkout line and the cashier pulls up a computer screen. Before you can say hello she launches into a litany of questions. “What is your company’s standardized classification code?” “Huh?” you respond. Without pause she asks, “Who is the decision maker for your IT needs?” “IT needs?” you ask. “How many employees do you currently employ?” “Listen, I just want to buy this chair,” you reply. “What is your annual sales volume?” The door is just a few feet away and you really need to get this chair back to the office. An employee with a painful lower lumbar can be, well a pain in the lower lumbar. The blood is rushing to your head and you respond, “You are asking questions I do not believe are any of your business. Are you going to tell me I cannot buy the chair if my sales volume is not to your liking?” The questions keep coming until you cannot take it anymore. You throw the money on the counter, strap yourself into the chair and roll with lightening speed to your car without looking back.
Can you imagine if this were the way companies determined the make up of their customer base?
Determining who your customers are can be a difficult task if all you know about them are their company name and address. But this is an important task and one worth taking on. Your current customer database is an asset you should be utilizing to increase and improve your marketing efforts. The good news is you do not have to be the nosey cashier. Compass has done all of the work for you and we can tell you what you need to know through a business data append.
Compass can provide you with a complete customer profile highlighting the “sweet” spots within your client base. Where do your clients come from? How large are the companies who buy your products and services? Do they have hundreds of employees or a handful of employees? All of these questions and more are answered with a Compass business profile and they teach you how to make the most of your marketing efforts.
Contact us today for a complete listing of available elements and pricing options. We promise it will be easier than finding the perfect ergonomic chair!
-Michelle Brown
Partner