So you want to customize your sales to meet the needs of a particular group of people. It can be a specific gender, age group, geographical location among other demographic factors. Sales targeting is one of the fastest ways of managing your sales.
As much as you are sure of streamlining your sales, you need to know that sales targeting is not an easy process. There are many things that you need to consider, and one of them is data. You need to have accurate information about your target market.
Getting data has always been a nightmare for most salespeople. The first hectic task is to identify the source of information. After that, you will sit down and process the data, then finish by interpreting it. First things first, here are the most reliable sources of demographic data for sales targeting:
1. Internal Sources
This is the cheapest source as it costs you zero cents. All you need is some time to analyze various data in your business. You can get some valuable data from various departments within your company. Talk to customer reps and you will unearth some unknown information about your target sales.
2. Use Different Digital Assets
We are living in a digital age. You don’t have to depend on brick and mortar ways of data collection. There are various digital assets that can help you do the job. The good thing about digital assets is that they are fast, cheap, accurate and convenient to use. Here are a few examples of digital assets that can give you vital data:
a) Web Analytics
It is most likely that you have a running website for your business. Hundreds or even thousands of people visit your site on a daily basis. Take advantage of the web analytics tools to find out the actual characteristics of your visitors.
Web analytics can tell you the number of visitors, pages visited, the performance of your sales campaign, geographical location of the visitors among others.
Most websites come with a built-in web analytics tool. You can also use external tools such as Google Analytics, Church Analytics, KiSSmetrics, Clicktale among others. Some are free while others will require you to part with some cash.
b) CRM Systems
Most businesses use CRM for various functions. These systems are mainly used to manage finance, sales and track orders. The operation of CRM depends on data from various sources, including customers. These data can be valuable for the sales targeting.
c) Customer Support Desk
Technical support desks are used to receive complaints from customers. In doing so, all the vital information about a customer is stored for future reference. Rather than looking for data elsewhere, just go to this desk and collect all the relevant information that you need for the purpose of sales targeting.
3. Third Party Data Sources
Here you will use data that has been compiled and published by other people. In other words, your task will be to copy and do some simple analysis. Some of the common third-party sources of demographic data for sales targeting include:
-The Internet: You can look for any data that you want about a particular sales group. You won’t be charged any dime to use the information. You simply need to utilize various search engines.
-Public Statistics: Almost all the countries carry out an official census. As a marketer, you can use the data from the poll to find out various features in your market. From this data, it will be easier to define various demographic factors of the sales targeting.
- Research Reports from the Industry and Government: Nowadays it is much easier to access lots of research reports. You simply need to type “open data” in your search engine, and the results will give you information about the market trends in your industry.
-Competitor’s Data: You can go beyond accessing your competitor’s website by gathering data about their marketing and sales. From this information, it will be easier to find the crucial data for sales targeting.
-Mainstream Publications: Newspapers and niche-specific magazines publish some market research on various occasions. Some of their information can help you to analyze your target market.
-Online Reviews: Read through the reviews of your target customers and find out their views on products that are related to what you are selling.
4. Personal Research
While digital data sources are easier to use, do not neglect the traditional sources. Get out and talk to real people. Let them fill out some questionnaires and test your products. Do face to face interviews and attend trade shows.
Most marketers dream of getting accurate and reliable information from their target market. It will be easier to make significant business decisions using this data. The above are the most reliable sources of demographic data for sales targeting.