The importance of target audience analysis in B2B sales

Posted in B2B sales & distribution.

We’re living in an interconnected world. This is a world where we can connect with friends and family all across the globe through social media networks; a world where we can connect with businesses at the touch of a button; a world where we can essentially connect with anyone, anywhere, at any time. That’s the beauty of the digital age. It’s ironic, therefore, that today’s customers have never felt more disconnected.

The problem, it seems, is that despite the numerous tools available that allow businesses a way to really connect with their audience — on a much deeper and more intimate level than has been possible previously — businesses simply aren’t making use of these resources. The result is a disconnected, disjointed B2B relationship that could be significantly affecting loyalty and sales.

Relationships in B2B Sales

In sales, the idea of being connected is even more important. After all, if you’re not connected with your audience — if you don’t know who they are or what they want — then it becomes difficult to make a sale. Sales reps should always know who they’re talking to, and this can be achieved through analysis.

Target audience analysis gives sales reps a unique ability to streamline their processes to ensure they’re using the most efficient and effective methods, boosting sales and improving overall performance.

Let’s look at the example of coffee. A sales rep working for a wholesale coffee distributor needs to have a good understanding of the requirements of coffee shop owners… and these requirements will no doubt change as coffee drinking trends evolve. For example, today’s customers are consuming more ‘gourmet coffee’ than ever before, which means that coffee shop owners are statistically more likely to show a growing interested in speciality blends. Data such as this is gold; it provides sales reps with a truly unique insight, allowing them to tailor their sales approach based on the current needs of their audience.

Conducting Target Audience Analysis

Knowing who you’re selling to is all about identifying your target audience, and this can be achieved through target audience analysis. Important questions to be asking yourself initially include:

– Who are you speaking to?
– What is the budget of your audience?
– When are your audience most likely to accept a sales call/meeting?

There are a number of different ways to conduct this sort of analysis, such as:

– Taking an in-depth look at social media followers, and those that share your content
– Asking for information from audiences in the form of a survey, offering some sort of reward
– Utilising any available data based on audience location
– Analysing past business sales data to discover purchasing trends

Once you have this information, it becomes easier to create a sales pitch that directly addresses the needs, preferences, and expectations of your audience. This results in better performance, more sales, and greater profitability, alongside improved relations, boosted loyalty – and a great reputation.