Behind these options lies the question of strategy and tactics, and their projection into the future. The definition of the ideal client does not exist definitively; it corresponds to a specific objective at a given moment.
In other words, defining the ideal client requires a multi-level and dynamic analysis over time.
The ideal client: a strategic perspective.
Depending on the current strategy and the objective pursued, the value of each client will vary based on their potential to meet this objective. We recently supported an SME that was looking to strengthen its position in its market and was in a conquest mode, which defined a specific ideal client, different from the one corresponding to a loyalty strategy, for example. Does the company want to develop its offer on a new market? Develop a new offer? On a new segment?… As we can see, before talking about the ideal client, it is necessary to specify the strategy.
To best define your strategic positioning, it is necessary, first, to consider the company's strengths in each of the potential market segments: its expertise, its brand image, its product range, the quality of its commercial relationship, its ability to control prices, deadlines, the adequacy of the sales force... In a second step, it is necessary to cross-reference with attractiveness criteria for each of the identified segments (opportunities, constraints, potential turnover, profitability, intensity of competition, etc.) to finally be able to specify the tactical approach.
The ideal client: a tactical approach.
Strategy is the overall plan, tactics are adapting to the situation. Thus, once the target segment is identified, and the prospect/client portfolio is established, finer segmentation can be carried out to help you organize actions.
L’approche que nous appelons chez Kestio le « Sales Model » permet, au sein d’un segment stratégique, de préciser des segments « tactiques » en fonction de la « valeur » des comptes cibles.
The ideal client, or more precisely the client value, is the result of a complex formula, based on variables specific to the company, its activity, its market, and its current ambition, which allows for better prioritization of accounts, and therefore to define and manage the allocation of marketing and sales efforts in the best possible conditions.
From clients that sales representatives need to visit at least twice a month to clients for whom we will simply manage the relationship remotely, a scale is put in place according to customer value, to treat the entire market with the level of investment required to obtain an ROI.
Chez Kestio Live, nous avons donc tendance à parler non pas du client idéal, mais bien DES clients idéaux !
To go further and learn more about targeting and building a customer file, you can also watch our webinar:
- : Source Invox
- : Social Media Guidelines, Orange, http://www.orange.com/sirius/smg/FR_Guides_Medias_Sociaux.pdf
