Want to Grow Sales? Start by Finding the Right Customers

When expanding into new markets – or trying to grow within existing ones – success hinges on one key question: Do you really know who your best customers are?

At Freedonia Strategic Insights, we help companies answer that question with precision. Our customer identification studies dig deep to uncover exactly who your potential buyers are, what they need, how they buy and who makes the decisions. By profiling these customers in detail, we empower your team to focus its efforts, refine its messaging and maximize impact.

Here’s a look at how we helped one global machinery manufacturer break into the European market with a laser-focused sales strategy.

Real-World Impact: Unlocking the European One-Stage PET Machinery Market

A global leader in plastic processing equipment had its sights set on the European one-stage PET machinery market. But to be successful, they needed more than ambition – they needed a clear picture of who to target and how.

Freedonia delivered exactly that.

The Challenge

Our client faced several hurdles common to companies entering a new region:

🚩 Customer Identification – How do you locate one-stage PET machinery users across Europe?

🚩 Market Intelligence Gaps – What machinery do customers currently use? What are their production volumes? Are they planning to purchase soon?

🚩 Sales Strategy Focus – Without real data, how do you prioritize outreach or tailor your sales pitch?

Our Approach

Freedonia conducted a thorough, multi-phase research initiative:

🔹 Extensive Industry Outreach – We interviewed over 500 stakeholders, including packaging converters and brand owners, to pinpoint active end-users.

🔹 Segmentation & Screening – We evaluated machinery age, production throughput and future buying plans to classify and prioritize targets.

🔹 Deep-Dive Customer Profiles – We created detailed profiles of 50 high-potential companies, including:

• Manufacturing locations and production capabilities
• Key packaging products and target end-markets
• One-stage machinery specifications and throughput metrics
• Decision-maker roles and purchasing priorities
• Current supplier relationships and future equipment needs

The Results

With these insights in hand, our client was able to:

✅ Identify the most promising customers to pursue
✅ Understand purchasing behavior and timelines
✅ Refine their sales message to address specific needs
✅ Accelerate market entry and boost sales productivity

The Takeaway

When you know who your ideal customers are – and what drives their decisions – you can stop guessing and start selling. Freedonia’s customer identification research gave this client a roadmap for targeted growth in a highly competitive market.

Want to pinpoint your best customers and reach them with the right message? Let’s talk about how Freedonia can help. Visit our website to learn more, follow us on LinkedIn, or set up a quick call to start refining your outreach.

About the Author: Ann Steiner is a Senior Research Analyst who has been with Freedonia Strategic Insights since 2009. Her work encompasses US and global markets, addressing such industries as building materials, paper and packaging, energy, chemicals, industrial components and equipment, and consumer goods. She conducts voice-of-market assessments and specializes in survey development and analysis.