How to profile your ideal clients in the power generation market.

If you are genuinely interested in the success of your clients, they will be interested in yours.

Dale Carnegie

In lead generation, a lot of time and resources are invested in thinking about the characteristics of the products and how they are offered to the customer. It's not that this isn't important, but what makes a sale is customer profiling.

Success in selling power generators depends on understanding who needs your solutions. Marketing campaigns without a specific purpose waste resources and miss valuable opportunities. A strategic approach based on detailed identification of your ideal customers can help you thrive in an increasingly competitive market.

Let's think about this way of profiling the customer according to several factors:

Which industry segments and services is clean energy generation necessary, not just a bonus? Suppose we focus, for example, on manufacturing companies with processes sensitive to power outages, located in remote areas, or prone to natural disasters. In that case, we have a client who needs a specific solution.

What is the company's size? Size does matter when it comes to customer operations. For example, small businesses might need easy-to-use generators as a backup, while large businesses require complex integration with their existing electrical infrastructure.

What are the pain points around customer demand? For example, the area where the customer is located may have unreliable networks, high energy costs, or sustainability goals the company is not meeting. Put, pain points lead to tailored solutions for the customer.

What is the degree of influence of your geographic location? Companies in high-demand regions that experience frequent power outages or are located in isolated areas are key potential customers.

Who makes the decisions? Smaller companies might mainly involve the owners or managers in the decisions. However, procurement and sustainability leaders and technical teams play an important role in large companies.

Now, let's think of a practical case:

The customer profile is within the Hotel industry. First, we would have to define their range of services according to their size, from budget hostels to hotel chain resorts, with geographical locations ranging from urban areas with the potential for interruptions in the electricity grid to remote destinations without reliable electrical infrastructure.

What are the key points we should consider?

The hotel industry focuses on guest comfort and satisfaction. Power outages disrupt operations, affecting everything from air conditioning to food service, which could lead to negative reviews and bad opinions.

The essential services for their operation are vast: elevators, lighting, refrigeration and heating, security systems, and critical operations (e.g., reservation systems) cannot afford downtime.

Clean energy generators can manage peak demand or integrate with other renewable energy systems to reduce energy costs.

Sustainability goals matter: Some hotels, especially high-end and environmentally conscious establishments, seek to reduce their carbon footprint by using generators compatible with renewable energy solutions.

Beach destinations are usually located in hurricane-prone areas, and therefore, they require robust generators and potentially a comprehensive energy backup system to maintain critical operations during prolonged blackouts.

Green and sustainable hotels look for generators compatible with solar energy and other renewable energy systems, aligning with their sustainability goals.

The energy landscape is dynamic and changing, as can the customer profile. Just as companies change staff and, therefore, people in decision-making positions, the ideal customer also changes according to new technologies and regulations. Customer profiling, a continuous process focused on their needs and adaptability, will help you gain a competitive advantage.