3.2: Audience Analysis
What is an audience analysis? How can it inform the messages you use to connect with your customers and other elements of your sales approach? After you have defined your sales territory, you need to learn about your audience's wants and needs. Understanding what your audience deems essential is critical for building a relationship and creating a successful sales approach.
Your research will also help you develop effective persuasive presentations, which we will explore in Unit 4. However, you should conduct an audience analysis every time you prepare to meet a new prospective client, not simply when you are creating a formal presentation. Remember that your customers' needs may change over time, and you may need to make some adjustments.
Let's take a moment and learn more about your prospects, their needs, purchasing drivers, and expectations. Read this buyer's guide to learn what your customers may be looking for.
As you read this chapter on audience analysis, consider how this approach helps you build a professional sales relationship. How will you tailor your sales pitch or presentation to different sales prospects or clients? What questions will you ask? What research should you conduct to identify the most important characteristics of your audience? How will you get the answers you seek?
- Watch this video for an overview of audience analysis. What do you think about your audiences? What has changed based on what you have learned here?