SAN FRANCISCO — The more you know about your customers, the more you can engage them with your services. The more you know about your best and most profitable customers, the more you can attract prospects that will become best customers.
So how do you go about it? You may have worked on compiling demographic information such as age, location and income levels. But is that enough?
DEMOGRAPHIC AND PSYCHOGRAPHIC PROFILING
Let’s use a hypothetical example: you have determined that you want to target consumers who earn more than $150,000, live in a specific ZIP code, are 35-45 years old, own a home worth more than the median price in your market, and have a college degree.
I’m going to describe two prospects: