Case Study #2

Product Personas for Prospecting

Need:

Identify potential Forklift prospects with a means to measure in-market sales penetration

Solution:

Create Product Personas

 

All-new prospect profiling system using the North American Industry Classification System (NAICS)

Appended with D&B business data

Uniform system applicable to US, Canadian and Mexican dealer Areas of Responsibility (AOR)

Result:

Targeted Product and Dealership Personas for Prospecting

  • Product Personas identify business prospects in Dealership AOR to the county level, and business growth over time

 

  • Prospects sent to Dealers & National Accounts for follow-up

 

  • Prospect quantity determines dealership AOR market size

 

  • Prospects vs Actual Sales determines Market Penetration

Interested in expanding your prospecting success?