The Mackay 66
Customer Profile

It's critical to have information about your customer. Armed with the right knowledge, we can outsell, outmanage, outmotivate and outnegotiate our competitors. Knowing your customer means knowing what your customer really wants. Maybe it's your product, but maybe there is something else, too: recognition, respect, reliability, service, friendship, help - things all of us care more about as human beings than we care about malls or envelopes. Once you attach your personality to the proposition, people start reacting to the personality, and stop reacting to the proposition.

Use this questionnaire to develop a profile of each customer. Some of your resources for the information might include secretaries, receptionists, suppliers, newspapers, assistants, trade publications, and the customer themselves. Look, listen, and learn all you can about the customer, both personally and professionally. You'll find topics for opening conversations, which can open doors for you and your company.

Date __________________________

Customer

1. Name

   ___________________________________________________________________________

   Nickname

   ___________________________________________________________________________

2. Company name

   ___________________________________________________________________________

3. Address

   ___________________________________________________________________________

   Home address

   ___________________________________________________________________________

4. Telephone:

   Business: __________________________

   Home: ______________________________

5. Birth date: _______________________

   Place

   ___________________________________________________________________________

   Hometown

   ___________________________________________________________________________

6. Height (approx.) _________________

   Weight (approx.) _________________

   Education

7. High school

   ___________________________________________________________________________

   Year graduated ____________________

   College

   ___________________________________________________________________________

   Year graduated ____________________

8. College honors

   ___________________________________________________________________________

   Degrees

   ___________________________________________________________________________

9. College fraternity/sorority

   ___________________________________________________________________________

   Sports

   ___________________________________________________________________________

10. College extracurricular activities

    ___________________________________________________________________________

11. If customer didn't attend college, is he/she sensitive about it? _________
    
12. Military service

    ___________________________________________________________________________

    Discharge rank

    ___________________________________________________________________________

    Attitude toward being in the service

    ___________________________________________________________________________

    Family

13. Spouse's name and occupation

    ___________________________________________________________________________

14. Spouse's education

    ___________________________________________________________________________

15. Spouse's interests

    ___________________________________________________________________________

16. Anniversary

    ___________________________________________________________________________

17. Children, if any, names/ages

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

18. Children's education

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

19. Children's interests (hobbies, problems, etc.)

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

     

    Business Background

20. Previous employment: (most recent first)

    Company

    ___________________________________________________________________________

    Location

    ___________________________________________________________________________

    Title

    ___________________________________________________________________________

    Dates ______________________

    Company

    ___________________________________________________________________________

    Location

    ___________________________________________________________________________

    Title

    ___________________________________________________________________________

    Dates ______________________

21. Previous positions at present company:

    Title

    ___________________________________________________________________________

    Dates ______________________

22. "Status" symbols in office

    ___________________________________________________________________________

    ___________________________________________________________________________

23. Professional/trade

    ___________________________________________________________________________

    ___________________________________________________________________________

24. Offices held or honors

    ___________________________________________________________________________

    ___________________________________________________________________________

25. What business relationship does he/she have with others in our company?

    ___________________________________________________________________________

    ___________________________________________________________________________

26. Who are they?

    ___________________________________________________________________________

27. Is it a good relationship? Why?

    ___________________________________________________________________________

    ___________________________________________________________________________

28. What other people in our company know the customer?

    ___________________________________________________________________________

29. Type of connection

    ___________________________________________________________________________

    Nature of relationship

    ___________________________________________________________________________

30. What do you feel is his/her long-range business objective?

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

31. What do you feel is his/her immediate business objective?

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

32. What do you think is of greatest concern to the customer at this time--the welfare of the company or his/her own personal welfare?

    ___________________________________________________________________________

    ___________________________________________________________________________

33. Does the customer think of the present or the future?

    ___________________________________________________________________________

    ___________________________________________________________________________

    Special Interests

34. Clubs, fraternal associations or service clubs (masons, kiwanis, etc.)

    ___________________________________________________________________________

35. Politically active? ______________________________________

    Party: ___________________________________________

    Important to customer?_____________________________________

36. Active in community? How?

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

37. Religion _________________________________

    Active? _______________________________

38. Highly confidential/sensitive items not to be discussed with customer (i.e.: Divorce, aa member, etc.)

    ___________________________________________________________________________

    ___________________________________________________________________________

39. On what subjects (outside of business) does the customer have strong feelings?

    ___________________________________________________________________________

    ___________________________________________________________________________

    Lifestyle

40. Medical history (current condition of health)

    ___________________________________________________________________________

41. Does customer drink? If yes, what and how much?

    ___________________________________________________________________________

42. If no, is customer offended by others drinking?

    ___________________________________________________________________________

43. Does customer smoke? If no, object to others?

    ___________________________________________________________________________

44. Favorite places for lunch:

    ___________________________________________________________________________

    ___________________________________________________________________________

    Dinner

    ___________________________________________________________________________

    ___________________________________________________________________________

45. Favorite items on menu

    ___________________________________________________________________________

    ___________________________________________________________________________

46. Does customer object to having anyone buy his/her meal?

    ___________________________________________________________________________

47. Hobbies and recreational interests

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

48. Vacation habits

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

49. Spectator sports interest: sports and teams

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

50. What kind of car(s)

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

51. Conversational interests

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

52. Whom does the customer seem anxious to impress?

    ___________________________________________________________________________

    ___________________________________________________________________________

53. How does he/she want to be seen by those people?

    ___________________________________________________________________________

    ___________________________________________________________________________

54. What adjectives would you use to describe the customer?

    ___________________________________________________________________________

    ___________________________________________________________________________

55. What is he/she most proud of having achieved?

    ___________________________________________________________________________

    ___________________________________________________________________________

56. What do you feel is the customer's long-range, personal objective?

    ___________________________________________________________________________

    ___________________________________________________________________________

57. What do you feel is the customer's immediate personal goal?

    ___________________________________________________________________________

    ___________________________________________________________________________

    The Customer and You

58. What moral or ethical considerations are involved when you work with this customer?

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

59. Does the customer feel any obligation to you, your company or your competition? If so, what?

    ___________________________________________________________________________

    ___________________________________________________________________________

60. Does the proposal you plan to make to him/her require the customer to change a habit or take an action that is contrary to custom?

    ___________________________________________________________________________

61. Is he/she primarily concerned about the opinion of others?

    ___________________________________________________________________________

62. Is he/she very self-centered?

    ___________________________________________________________________________

    Highly ethical?

    ___________________________________________________________________________

63. What are the key problems as the customer sees them?

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

64. What are the priorities of the customer's management?

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

65. Can you help with these problems?

    ___________________________________________________________________________

    ___________________________________________________________________________

    ___________________________________________________________________________

66. Does your competitor have better answers to the above questions than you have?

    ___________________________________________________________________________

(Attach pages for additional notes if necessary)