Target Audience Analysis
Understand Who and Why You’re Selling To
When you need target audience analysis
Leads come in, but often "the wrong ones". Salespeople say customers don't see the value. Deals drag on, plenty of "let me think about it" responses. Marketing brings traffic in, but sales can't close it.
"Wrong" leads
Leads come in, but often off-target - salespeople burn time on customers who won't buy.
"They don't see the value"
Salespeople say customers don't see the value - which means they aren't speaking the customer's language.
Deals drag on
Lots of "let me think about it" responses, deals stall, the customer walks without buying.
Marketing and sales out of sync
Marketing brings in one type of customer, sales can't close them - there's no shared logic.
No clear ICP
You can't say with confidence who your ideal customer is and why they'd buy right now.
Salespeople pitch differently
Different salespeople sell in different ways - there's no common playbook for working with the customer.
Customer profiles that actually work
The result isn't a report for show - it's a concrete tool for growth.
Customer segmentation by buying logic
- Different customer types - one sales playbook
- Priority and secondary segments
- "Bad" customers you shouldn't be chasing
ICP and decision-maker profiles
- Who initiates, who decides, who blocks
- What each person is on the hook for
- Whose fears weigh most on the deal
Buying motivation (JTBD)
- What's "broken" in the customer's business
- Why they're shopping in the first place
- Which result is critical to them, and why the purchase keeps getting pushed
Trust and doubt triggers
- What convinces the customer
- Where they don't believe you
- Which words and phrasings push them away or speed up the decision
Customer journey map (CJM)
- What happens before the lead form
- How the customer compares options
- Where doubts pop up and where deals are lost most often
Five blocks of analysis
A deep block-by-block analysis - no fluff, no generalities.
A. Buying situations
When the customer starts looking for a solution, what triggered it, and what happens if they do nothing.
B. Roles and influence
Buying initiator, decision-maker, finance gatekeeper, hidden influencers.
C. Selection criteria
What's "good" and "risky" for the customer, which parameters they compare, where they're willing to pay more.
D. Objections and fears
Fear of making the wrong call, of losing money or reputation, of a painful rollout, past bad experiences.
E. Customer's language
How they frame the problem, the words they use, what annoys them, and which promises earn trust.
Our process
A structured process with clear timelines and a deliverable at every step.
Lock in the product, hypotheses, segments
Calls, chats, deals, interviews
Building profiles and the buying logic
We talk through how to put it to work in sales and marketing
Minimum from your side
All you need to do is share the data. We handle the rest.
Access to calls and chat threads (if available)
A read on who's buying today
5-10 typical "no" responses
Sales materials
Straight answers
The questions we hear most often before we start.
Is this about marketing or sales?
Both. It's the connective tissue - without it, both teams stall.
Can it be used in scripts?
Yes. It's the foundation of decent scripts and arguments.
Does it work for B2B?
Especially for B2B, where the decision isn't made by one person.
What if our customers are very different?
We pick out 2-4 key segments instead of trying to please everyone.
Ready to find out exactly where you're losing money? Book a 30-minute review - we'll figure out together whether you need this audit and what it'll move.
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