Here is a four step analytical plan for companies who are looking to identify targets for a new sales opportunity:
- Step One: identify who has already purchased and who hasn’t – the wins and no-wins.
- Step Two: profile the two groups. This will reveal common characteristics among those in the win and no-win groups.
- Step Three: build a predictive model. This step will identify the customers in the no-win category who look as if they should have a win. This group becomes the target group.
- Step Four: profile the target group. This step provides insight into why these customers have not already made the purchased.