Customer
Analysis Tool
Analysing Your Customer:
The foundation of every sale
Whether you're in real estate, the automobile industry, or selling services or software products, understanding your customer is one of the most critical aspects of successful sales.
It's essential to identify the stage of the buyer’s journey—are they merely exploring options, or are they actively planning to make a purchase? Consider their income source, their prior experience with similar products, and whether they are a first-time buyer in this category.
Every purchasing decision involves both logic and emotion. A customer seeks to satisfy practical needs while also aligning with personal aspirations or emotional drivers. Have you taken the time to understand both—their logical requirements and their emotional motivations—for choosing your product or service?
Use this Framework to Analyse Better
Mind is able to think better when it is documented well, use this framework with your next 10 customers to master the art of customer analysis. Fill this sheet post your sales pitch after the meeting is done. Analyse the pitch carefully and come up with plan of action
1. Identify at what phase the customer is
The first step is to identify the customer's stage in the buying journey—by asking the right questions and listening carefully.
Is the customer just beginning their search, or are they ready to make a decision soon? Instead of asking directly, "When would you like to buy?", focus on deeper, insight-driven questions that uncover their mindset and readiness.
Here are a few effective examples:
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How many similar products or services have you considered so far?
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What did you like or dislike about the options you've evaluated?
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If our solution meets your requirements, when do you see yourself making a decision?
These questions aren’t just transactional—they are diagnostic. They help you assess where the customer stands and how best to support them through the decision-making process.
2. Buyer / Influencer mapping
In sales, it's essential to recognize that every purchase decision often involves more than one person.
There is the buyer—the one who pays for the product or service—and there is the influencer—the one who shapes the decision. Sometimes, the customer visits alone; other times, they’re accompanied by someone. As a salesperson, it’s crucial to observe carefully and identify who holds the financial authority, who influences the choice, and who will actually use the product or service.
To understand these dynamics better, consider asking subtle, open-ended questions such as:
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Who else will be using this product or service?
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Will someone else be reviewing the options before you finalize your choice?
These questions not only help clarify roles but also equip you to address the concerns of both the buyer and the influencer—ultimately guiding the sale more effectively.
3. Income sources and deal breaker
When analyzing a customer, it's essential to understand how they intend to fund the product or service.
Even if the cost isn’t significant, gauging the customer’s comfort level with the payment is important. This insight helps you tailor your pitch and build trust.
To do this effectively, ask thoughtful, non-intrusive questions such as:
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May I know where you work and what your role is?
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Is your wife a home maker or she also works somewhere?
These questions should come naturally within the flow of conversation—not as a checklist. Importantly, you’ll only get honest answers if you’ve built genuine rapport. That begins with active listening, empathy, and showing true interest in the customer’s needs and story.
Beyond a customer’s income source, there are certain non-negotiables—deal breakers—that can influence their decision instantly.
These may be specific technical features, service conditions, or expectations without which they simply won’t proceed. Unlike structured questions, these insights often emerge subtly during conversations. A customer might not state them directly, but they will drop hints or make remarks that reveal what truly matters to them.
The key is to listen attentively, read between the lines, and interpret what’s being said—and what’s not. Recognizing these deal breakers early allows you to address them proactively and position your product or service more effectively.
4. Imp: His Logical and emotional needs
Every customer makes a purchase by satisfying both the head and the heart.
That is, every buying decision balances two powerful forces: the logical need and the emotional need.
The logical need is about utility—how the product or service will improve the customer’s life. In real estate, this could mean a home closer to work, better ventilation, or ready-to-use features like a modular kitchen.
The emotional need, on the other hand, is about how the purchase makes them feel. Does it elevate their lifestyle? Does it fulfill a dream? For example, owning a premium home may symbolize status, pride, and a sense of achievement.
When you identify both these dimensions, you gain the power to tailor your pitch with precision. Aligning your offering with the customer’s logical and emotional drivers brings you significantly closer to closing the sale—because now, you're speaking to both their mind and their heart.
Conclusion :
Invest time in filling the sheet.
If you are here, it means you have spent time in reading the full article and are serious. Master this art of customer analysis. Get access to the Google Sheet - start filling it and make the most of it.
Understanding your customer goes far beyond presenting features and pricing. It’s about decoding where they are in their buying journey, identifying who influences their decisions, recognizing their financial comfort, uncovering silent deal breakers, and tapping into both their logical and emotional needs. When you approach sales with empathy, curiosity, and active listening, you don’t just sell a product—you offer a solution that resonates. The closer you get to understanding the complete picture of your customer, the closer you are to earning their trust—and ultimately, their business.
