By adding urgency of need to target customers’ profiles, companies can identify new growth opportunities and successfully pivot away from slowing or tightening markets.
Many business leaders believe that they fully understand their best target customers. They’ve developed clear profiles that are richly detailed with well-researched parameters, such as standard characteristics or firmographic . While such characteristics are important, they ignore another crucial characteristic: urgency of need.
These variables are useful in helping to produce a list of prospects, but they don’t determine which of these dental practices the sales team should call on first. If, however, the company added data that reflects which of these practices’ needs is most urgent — say, those that have advertised for billing and claims administration help more than twice in the past year — salespeople would be able to prioritize their attention on these prospects.
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