Ideal Customer Profile Kit

Your Personalized Questions and Customer Profile Template

B2B Product

Here's everything you need to create your own ideal customer profile.

To create an ICP, you need to conduct customer surveys, so start by picking 7-10 questions from your personalized list of questions below. Choose the ones that will have the most impact in how your company deals with its customers.

Then, check out your ICP templates. See what an ICP for your field should look like, then fill in the blanks to create an ideal customer profile that is practical for your team and your business.

Your questions

Click here for a downloadable version

Demographics and personal data:

  • What’s your age group?
  • What’s your highest education level?
  • How long have you been working in [field]?
  • What’s your job title?
  • What team do you work with?
  • What products and tools do you use on the job every day?
  • Who do you report to?
  • How is your success at work measured?
  • Where do you go for information to solve problems at work?
  • How do you stay up-to-date with current news and updates in your industry?
  • What are your favorite groups (online or offline) to chat with peers and give and receive advice?
  • Is it part of your job to search for new products or vendors for the company?
  • How do you search for new products or vendors?


  • What’s your company size (number of employees)?
  • What is your industry?
  • Who is your main customer base?


  • What are your company’s goals for this quarter or year?
  • What are your team’s goals for this quarter or year?
  • What are the company’s long-term goals?
  • What are your team’s long-term goals?
  • How does purchasing [your product] help your team or company reach those goals?

Challenges and pain points:

  • How have recent industry trends and world events affected your business?
  • What are the main challenges you face in reaching your goals?
  • What are the main challenges your team faces in reaching their goals?
  • What problems are affecting your team’s ability to reach their goals?
  • How does [your product] impact your ability to overcome those challenges?
  • What challenges were you facing before you purchased [your product]?
  • What was your deadline to solve those main challenges/problems?
  • Who in your company or team was working to solve those issues?

Price sensitivity:

  • How much budget does your team have for [type of product]?
  • At what price would you consider a [type of product] to be so expensive that you would not consider buying it?
  • At what price would you consider a [type of product] to be so cheap that you doubt the quality of it?
  • At what price would you consider a [type of product] to be somewhat expensive, but still an option?
  • At what price would you consider a [type of product] to be a great deal?

Decision factors and purchase process:

  • Do you make all purchase decisions for your team?
  • If not, who makes purchase decisions for your team?
  • Where did you first hear about [your product]?
  • Why did you decide to purchase then?
  • Were you purchasing from another vendor before purchasing [your product]? If so, why did you switch?
  • Who was involved in the decision to purchase [your product]?
  • Did your company ever consider manufacturing the product yourself?
  • Who had the final word on whether or not to purchase?

Common objections:

  • What main concerns did you have about purchasing a [type of product]?
  • What do you feel [product] is missing?
  • How do you feel [product] could be improved?

Use of your product:

  • How does your company use [product]?
  • How much of [product] do you go through in a month?
  • Who handles ordering more [product]?
  • At what point do you order more [product]?
  • Do you feel the ordering process is smooth, or could it be improved?
  • How is [product] stored until it’s used or sold?

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