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Part of Dun & Bradstreet’s Worldwide Network WHITEPAPER Sales Guide: How to build a 360-degree customer view Optimize your sales process by leveraging data in smart ways

The secret to a successful sales process As a sales professional, you have a lot on your plate. Targets need to be made and deals need to be won. But that’s not all. Even after the deals are closed, you’ll still want to keep the customer on board. After all, acquiring new customers will cost you 6x as much money as retaining your existing clientele. The key to growth is creating excellent experiences for your customers and prospects. That’s why it is not only important to find the right accounts to target; you also need to really get to know your potential customer so you can optimize how you help them. Ideally, you want to know everything about them, because the more you know about your prospects and customers, the easier it becomes to respond to their needs. In other words, you want a 360-degree customer view. This paper explains how you can create a 360-degree customer view. We will answer the following questions: How do I find out everything I need to know about my customers? What data do I need for a 360-degree customer view? How do I ensure that my customers stay with me? Why you want to know everything about your customers

B2B purchasing decisions can be complex. That’s why it is important to let your customers see how much value your solution can provide from the very first interaction – and do so in an authentic way. According to Forrester,

to offer value and relevant insights. Unfortunately, this first impression does not always turn out well. Maintaining an overview amidst tons of information Due to a lack of clearly structured business information, it can be difficult for a salesperson to be properly prepared when heading into the first interaction. As a result, the client may feel misunderstood – or worse, unimportant. Now the process has turned into an uphill struggle as you try to convince the customer that you are really the right choice to help them move forward. Making a connection by adding real value Just as important as focusing on the right opportunities, you need to know what to say to add value and make a connection. The fundamental principle for adding value is understanding the customer. For example, you want to know everything about the industry they operate in and their specific situation right now. In addition, it also pays off to take a look at the future of the organization. Who knows, maybe something big is about to happen that you can capitalize on by offering exactly the right product or service. By combining your sector-specific insights with higher-quality information about prospects, you can find the most relevant way to present the solution to the prospect – and show how you’ll add real value.