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Boost Sales with Customer Profiles

Everyone loves a story. And when that story illustrates how one of your customers is saving time or money, getting a tedious task done more quickly or getting better results by using your product or service, it’s a winning proposition for you. Customer profiles can be a great marketing tool when they contain an interesting story with your sales pitch subtly woven throughout it.

• Build trust. People like to do business with people they trust. You nurture trust when you deliver what you promise. A customer profile is one way to show how you have done that in the past. Through customer profiles, prospects learn more about the quality of your product or service and come to understand your level of customer care.
• Highlight the benefits of your product or service. During the sales process, you tell your prospects and customers about the benefits of your product or service. You can let a customer do the talking for you through a customer profile. Let the story unfold, describing the needs of your customer and how your company met them while exceeding expectations.
• Bolster your reputation. Customer profiles are a great endorsement of your product or service. They serve as a reference and are particularly enhanced if the story is about a well-known community or industry member.

• Choose your subject carefully. Choose a customer who has used your product or service for a long time or who has enjoyed substantial benefits from it. Highlight a need shared by a large or critical segment of your customer base so prospects can relate the example to their situation.
• Connect the story to the benefits you promise. While a successful customer profile tells a good story, your goal is to make a sale. Focus on the benefits to close the deal.
• Use details. Details make a story more memorable and realistic. Share as many details as possible so readers can relate to it. For example, talk about why the customer purchased your product or service, how she used it, why she likes it, why she plans to continue using your product or service. Help your reader understand how he can enjoy the same benefits.