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)