Creating a customer profile

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No matter what type of business you’re in, there are common distinguishable characteristics that define your customer base. The problem that most businesses face is that they don’t take the time to really get analyze what those defining characteristics are.

If you could nail down your customers demographic profiles you would be much more effective in your marketing efforts by being able to tailor your message to their needs.

General Customer Profile Questions:

When you start this process there are some very general questions that you probably already know the answers to, but it’s good to go over them again and even write them down.  Here are some general questions you should ask yourself when trying to profile your customers.

Are my customers:

  • Business
  • Consumers

Where are my customers located?

  • Are they local? In your town or a city? Neighboring towns?
  • Are they in your state? Or surrounding states?
  • Can your customers be anywhere in the United States?
  • Can your customers be anywhere in the world?

When my customers buy they base their decisions primarily on:

  • Price
  • Quality
  • Service
  • Convenience
  • Other

When my customers buy from me they need my product:

  • Daily
  • Weekly
  • Monthly
  • Quarterly
  • Annually
  • On-Demand

What need does my product or service fill for my customers?


Without using me how else are my customers filling their needs for my product?


Consumer Based Customer Profile Questions:

Unless you’re a retail store that can sell to anyone, finding out who your customers are can be a daunting task. Every business is different so by no means is this a complete list of questions you should ask yourself but it’s a good start.

What is the average age of my customers?

  • Child
  • Teenager
  • College Student/Recent Graduate
  • Late 20’s to Mid 30’s
  • Baby Boomer
  • 50+
  • Senior Citizen

Are my customers typically;

  • Male
  • Female

Do my customers have disposable income?

  • Limited
  • Moderate
  • Abundant

What type of lifestyle do they lead?

  • Yuppie
  • Workaholic
  • Generation X
  • Family-Oriented
  • Retired
  • Other

Business Based Customer Profile Questions:

Profiling your customer base when you provide a service or product for a business is completely different than selling to a consumer. You have to profile each business down to the person making the buying decisions for the entire corporation. Here are a few questions to get you started in that process:

What is the job title and department of the person making the buying decision?


What do they do that gives them the need to purchase your product or service?


What is the specific industry that I should be targeting?


Is the buying decision for my product or service made by an:

  • Individual
  • Department
  • Team
  • Other

Before me, my corporate customers were typically buying this product from:

  • Directly
  • Through Wholesalers
  • Through Distributers
  • Through Retailers
  • Other

What is the size of businesses that I sell to?

  • Small Business
  • Mid-sized Business
  • Corporation
  • Multinational

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