What is the client portfolio, how to create one and manage it?

A client portfolio well prepared will allow you to keep track of your current buyers and your potential customers; with it you will have a focused and relevant record of information on each of them. But not only this, but it also brings you other unmatched benefits.

Do you want to know more about this topic? If so, we invite you to read this content to the end. Here you will discover its concept, importance, how to create and manage a client portfolio. Are you ready?

What is a customer portfolio and what is it for?

It is a record that allows you to classify and order current or potential customers of your company. This provides extensive knowledge about these people or organizations with which you have or seek to have a relationship, prioritizes contacts and facilitates the personalization of attention to improve business opportunities.

Now one client portfolio It is not only about having a database of current and potential customers, but it also has three other functions:

Expand the market
Loyalty buyers
Find new sales opportunities

However, you must know how to use the customer portfolio, remember that the data and information it provides you about your customers and leads are relevant, and you must use them to make sales.

What is its importance for companies?

As we mentioned before, the client portfolio It is not only a data record, so its usefulness for companies is not only storage. Therefore, below we explain some key points in which its importance lies:

Greater sales opportunities

If you handle your client portfolioyou will be able to have new cross-selling opportunities with customers, that is, the same buyers will be able to repeat purchases, not only in previously obtained products or services, but also in new ones.

Decrease in customer acquisition costs

With the handling of client portfolio You will have valuable data on the profile of your active customers (interests, location, socioeconomic level, etc.) so, with this information, you will be able to design much more effective marketing campaigns to attract new leads interested in your brand, and create products and services more suited to your needs.

Increased customer profitability

This is because the cost of acquiring a client who already has knowledge about you and a relationship with you is lower.

And, if you add to this that this customer buys your product or service many times throughout the relationship, it means that it has a very high LTV or customer lifetime value.

Lost customer tracking

It helps to keep track of lost clients, since it provides all the necessary information to contact, recover and retain them.

Now that you know the concept and importance of client portfolio It’s time for you to know how to build it. Are you ready?

How to build a client portfolio?

to build a client portfolio From scratch you need to take into consideration the following aspects:

Define who really is of interest to you

First of all, you must define as exhaustively as possible the market and your ideal client.

This does not mean that you have to close this indefinitely, but it is important that you have this definition at the beginning; later you can expand your potential market in terms of, for example, geographical areas or interests.

You have the necessary data

Depending on the function of the client portfolio, the data in these may vary; however, there is vital information that you must have. And this is:

Full name of current leads and customers.
Physical address.
Mobile and landline number.
Email.
Socioeconomic level.
Name of the company they are representing.
Position in the company.
Type of business and segment.
Products and/or services they have purchased.
Billing data.

These collected data fulfill the objective of providing a greater possibility of contact with these people, keeping them close and keeping them visible for future promotions and offers.

In addition, the display of information helps to evaluate the relationship with each of them and prioritize certain contacts.

Segment niches of potential customers

Classifying the information of your contacts correctly will allow you to provide them with care according to their needs. And for this, there is no single way to do it, since you can manage it according to what you need; for example, you can do it according to:

your interests
Location
Products or services purchased
needs or problems
Communication channels
Type of relationship with your company.

Offer excellent service offerings

you can’t create a client portfolio if you do not have something extremely good to offer to the members of your database. So before starting it, analyze what makes your proposal the best in the market?

Now, if you already have a client portfolioit is important that you update your offers and enhance them with innovative actions.

Give them exclusive attention

For someone to be a part of you client portfolio It is essential that you feel safe, cared for and understood at all times.

For this, give them personalized attention, real interest in their communication and make them feel like an indispensable part of your organization.

Offer and reward exclusivity

Show that when they are in your client portfolio they will become an important and fundamental part of your profitability, and for this you are truly grateful.

To do this, in your proposal, make them see that you offer exclusive discounts for them, also that you give gifts on special occasions, etc. However, it is key that it is not only something demonstrated on paper or in words, but that you must always comply.

👉 Doubts about cross selling? Read this content!

👉 Do you want to know what a client’s LTV is and how to calculate it? Discover it here!

👉 How to keep your customers satisfied? Find out by reading this content!

How to manage and maintain it?

Now that you have your client portfolio defined, it is time to manage it and start using it, for this we bring you some points that will help you take advantage of it. Let’s see!

Determine the ideal sales representative for each type of client

A sales strategy should also include knowing your sales representatives: their behavior, approach to potential customers, interests, hobbies, among others.

This will help you to know which representative is more suitable for each of the contacts, since this will ensure a certain connection and chemistry between them.

On the other hand, ask your representatives to make a brief summary after each approach, focused mainly on the buyer: if they touched on any external topic (such as a hobby: music, sports, cooking, etc.), if they like to be talked to formal or casual, among others. This way you will know the profile of each one of them and you will have a correct idea of how to approach them.

Annotate all kinds of data

Any exchange of information with each one of them is important, for this reason it is key that you always pay attention to what they say, in this way they will feel valued and listened to.

Remember that the client portfolio is supported by the interest and trustso when you speak with the contact person, do not only address the business, but also take the conversation to a personal level – not too much – and relaxed, of course, always with respect.

For example, if you comment if you want to buy a new car, talk about it: which one you want, your knowledge about it, your buying experience, etc. And, in the next communication, ask if you already bought it.

In this way, the buyer will take the call in a better way, which positively influences when making contact with you, the interest in what you have to say and the motivation to make the purchase.

Always keep your client portfolio organized

The more organized your portfolio is, the easier it will be to track and update. For this you can use Excel, or you can also use software to keep more control.

Add all the client’s data, incorporate meeting summaries, their results, when the next meeting will be, and all the relevant information you may need in the future.

For this it is important that you attend to the client portfolio every day or on specific days —at least two a week—, depending on its amplitude.

Check consumer behavior patterns

This will allow you to plan and build a better relationship with the buyer, since by having information such as: how long it takes to make a decision, the moment in which they are most likely to make the purchase, how they like to buy it, what they regularly buy, the better method of contact, etc., you will be able to increase the number of sales.

Since this collection of patterns will be an excellent support to approach each of the customers at the right time, in the right way and with the perfect product.

Define the level of customer satisfaction

It is key to define the level of customer satisfaction numerically, as if it were a survey.

Here, you will measure the levels of dislike or liking of each of them; defining levels of satisfaction in certain products and/or services, customer service, technical service, problem solving, delivery time, among other aspects.

This way you will be able to find out what their main needs are, what they expect from the commercial service, what you should improve in your company so that contact with each one is more accurate and positive, what are the perfect strategies for approaching each one, avoiding abandonment and improve loyalty.

Now, in order to have a client portfolio, it is important that you start the loyalty process; and for this we bring you 5 strategies that your business needs to retain more customers. It’s time to achieve one of the greatest goals for any company! Are you ready?