You’ve probably heard of “consumer profiles,” and while those can be incredibly helpful as well, the article and infographic below are about “audience profiles” When we make a presentation or sales pitch, we are conversing with an audience. What does this audience look like? That’s what we’re talking about here. Enjoy!
There are few things more important to the sales messaging process than the creation of an audience profile. Though this is just one piece of the 6 step system, it is foundational to the overall message you’re crafting. You have to be clear who you’re speaking to in order to achieve your intended goals. Once created, it should be continuously updated to reflect the dynamics of the audience you will present to. I’ve identified 10 elements that should be considered in order to create each audience profile. To help you get started, check out our graphic below for 5 questions that will help you formulate 5 of the 10 key elements.
How To Craft Audience Profiles
1. Define the Meeting Purpose
Before conducting a meeting, it’s imperative to ask yourself why the meeting is being held. This will give you a clear understanding of your goals and purpose, thus making it easier for you to create a sales message that is hyper focused on the issues at hand.
2. Define Your Target Audience
Who exactly would you like to attend this particular meeting? This is your target audience. Write down their names and send them an invitation with adequate time to commit.
3. Set the Date, Time and Location
Though this step seems like a given, the thought that goes behind it is often overlooked. After defining your target audience, decide the best place to meet that will assist you in achieving your desired outcome. Your office may not always be the best place, so consider other possibilities. Do so by carefully considering the attendees and decide the most strategic place of operation. When choosing your venue, take the time to also decide a date and time that makes it easiest for them to attend.
4. Envision the Outcome
It’s crucial to define your desired outcome long before the meeting or presentation takes place. Do you want those in attendance to schedule a follow up meeting? Agree to hire you? Decide to sign a contract? No matter what the end goal, consider in advance what you can do to specifically tailor your messaging around your desired result. Remember! Success is never accidental.
5. List Your Allies
Think of those who will be in attendance and make a mental or physical list of who will most likely agree with the solution or ideas you will present. These are your allies. Make a point to speak with them before the meeting to ensure their buy-in. And while you present, make eye contact with them often. Positive feedback and support from your allies can be your best marketing campaign.
The audience profile is an important tool to help clearly identify the prospect, their critical issues and concerns and who the decision makers are. Don’t forget! The decision makers need to be in the room. And remember, this is only the first step in designing an effective sales message. Using an audience profile, though, will keep you focused, prepared and ultimately, facilitate your success. By building profiles, your focus remains on the most important people in the room: your audience.