At iQuest, our success has always been rooted in building strong, long-lasting relationships with our clients. While many businesses focus on transactional, quick wins, we believe that true growth and sustainability come from understanding our clients on a deeper level. This is why we’ve developed a two-tiered client profiling system—one that focuses on our existing clients (internal profiling) and one that helps us better target potential clients and industries (external profiling).
In this blog, I’ll walk you through how client profiling has transformed iQuest and why it’s a critical tool for business growth.
Internal client profiling is all about diving deep into our clients’ businesses. We don’t just stop at addressing their immediate IT needs. We take the time to understand their business model, their key technology platforms, and even the IT literacy of their teams. This helps us better anticipate their challenges and provide tailored solutions that fit their unique situation.
One of the key aspects of our internal client profiling process is regular check-ins. Our team doesn’t just solve a problem and move on; we continuously run client profiles to ensure we’re up to date on any changes within their organization. This helps us stay proactive and maintain strong, lasting relationships with our clients.
While internal profiling helps us with existing clients, external profiling is what drives new business. We focus on specific industries—like accounting, for instance—and study their common challenges, technology platforms, and overall needs.
A few years ago, we made accounting firms one of our primary verticals. To better understand their unique requirements, I joined a national accounting network, which gave me access to over 25 firms across Australia and New Zealand. This wasn’t just about landing new clients—it was about learning how accountants think, what their day-to-day struggles are, and how we could position our services to make their lives easier.
On top of that, I started a digital and technology working group where accounting firms could meet monthly to share insights on the latest technology platforms, accounting software, and industry challenges. This initiative wasn’t just about selling our services—it was about becoming a trusted partner in their growth journey.
After five years of focusing on the accounting industry, the return on investment has been huge. Beyond the new clients we’ve gained, we’ve also built strong rapport with decision-makers and created a network of trusted relationships that go far beyond business transactions.
Here’s what we achieved:
All of this wouldn’t have been possible if I were still involved in the daily operations of iQuest. Instead, I focus on business development and building relationships—what I call our “wolf pack” model. My job is to explore new verticals, build rapport with decision-makers, and then share that knowledge with my team. It’s a collaborative approach that ensures we’re constantly growing while maintaining the highest level of service for our clients.
Client profiling is more than just a tool for better customer service—it’s a strategy that helps businesses understand their clients and industries on a deeper level. By continuously refining our internal and external client profiles, we can stay ahead of industry trends, anticipate client needs, and offer solutions that are relevant and timely.
If your business is looking to grow sustainably, it’s time to stop focusing on transactions and start focusing on relationships. By getting to know your clients and industry better, you’ll not only improve your service but also open the door to new opportunities and long-term success.
Interested in learning more about how client profiling can transform your business? Book a seat at a lunch and learn event below, chat with Ando or check out more insights on our blog.
From a quick conversation to transforming the business.
Book a 15 minute chat.
