THE MACKAY 66

CUSTOMER PROFILE
It's critical to have information about your customer. Armed with the right
knowledge, you can outsell, outmanage, outmotivate and outnegotiate your
competition. 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 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 receptionists, suppliers,
newspapers, assistants, trade publications, and the customers 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

___________________________________________________________________________

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 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

___________________________________________________________________________

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 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

___________________________________________________________________________

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 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 ______________________

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 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?

___________________________________________________________________________

___________________________________________________________________________

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 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 -- welfare of
the company or his/her own personal welfare?

___________________________________________________________________________

___________________________________________________________________________

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

___________________________________________________________________________

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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)

___________________________________________________________________________

___________________________________________________________________________

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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

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

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 48. Vacation habits

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

49. Spectator sports intereest: 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?

___________________________________________________________________________

___________________________________________________________________________

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 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 customers 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 action that is contrary to custom?

___________________________________________________________________________

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 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 that you have?

___________________________________________________________________________

(Attach pages for additional notes if necessary)

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