market research

Profile Your Best Customers

vince dicecco

Vince is a dynamic and sought-after seminar speaker and author with a unique perspective on business development and management subjects, primarily in the decorated- and promotional-apparel industries. With 20+ years of experience in sales, marketing and training, he is an independent consultant to various decoration businesses looking to profit and sharpen their competitive edge. Visit his website or send an email to

Begin by developing a geo-demographic profile of your target customers base. Without invading their privacy, start to record as much information about them as possible. Consider gathering this type of information:

  • Age and gender
  • Marital status
  • Address (distance from your business)
  • Own or rent a home
  • Hobbies/Interests
  • Social leanings
  • Professional, social, or civic affiliations
  • Typical purchase behavior

Also, consider seeking information that describes the personality of the organization for which they are buying:

  • How old is the biz?
  • What market does it serve?
  • What special interest does it support?
  • What is their typical buying behavior?

You'll be amazed when patterns emerge from the profiles of your best customers. Completing this exercise will make prospecting easier. Besides soliciting word-of-mouth referrals and testimonials from your customers, utilize the advertising medium to which they most frequently respond favorably.