Case Study #2

Product Personas for Prospecting

Need:

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

Solution:

Product Personas Using NAICS

Create a prospect profiling system using the North American Industry Classification System (NAICS) and appended with D&B data that is applicable to US, Canadian and Mexican dealer Areas of Responsibility (AOR)

Result:

Targeted Product and Dealership Personas for Prospecting

  • Customer information combined with D&B business data and appended with NAICS* to create Product Persona

  • Product Personas identify business prospects in Dealership AOR at the county level, and business quantity growth/decline over time

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

  • Prospect quantity determines dealership AOR market size

  • Quantity compared with sales to determine Market Penetration

Interested in expanding your prospecting success?