The ideal customer profile
An ideal customer profile (ICP), defines the perfect customer for your organisation’s products / services. It is a fictitious company that has all the qualities to make it a perfect fit for the solutions that you offer. An ICP lends itself very well if your organisation uses ABM, allowing you to focus on selling to targeted accounts that are a fit with your organisation. When done correctly, an ICP can help define the problems you solve, tailor your product / service capabilities to customer needs, and help prepare product / service updates and changes.
Why not send every lead to sales?
Some leads may not be a good fit, so it’s important to determine who you want to sell to and to who you don’t. That way, your sales colleagues don’t spend too much time on leads that probably won’t make a deal with them. You can use your ICP to determine conditions that a company must meet, the so-called ‘fit’:
- Revenue – from the revenue you could determine whether they can make an investment in your product or service.
- Company size – is your product interesting for companies of a certain size?
- Industry – are there specific industries in which you operate? Are there any industries you don’t operate in?
- Geography – do you only sell in the Netherlands or worldwide? Or do you not sell to a specific region within the Netherlands?
This is a non-exhaustive list, but a good starting point when trying to determine what your ideal client looks like. These are the characteristics that a lead needs to be able to buy from you. If they don’t meet all of these predefined characteristics, you can disqualify them and ensure that your sales colleagues spend time connecting leads seamlessly. ICPs are aimed at the ‘fit’ of the account and do not go too deeply into the people within the company. Once you’ve identified accounts that match your ICP, you can start thinking about who your sales colleagues should talk to and who is responsible for actually making the purchase. Make sure your sales colleagues are equipped with the right information to talk to and answer questions for the different people they may encounter within the company. Accounts that match your ICP consist of individuals with different titles, product / service knowledge and experience levels. You can define these individuals using buyer personas.