A B2B customer profile (or account sheet) holds the lasting facts about an account: company, sites, contacts and roles, ranges bought, potential, class, history and the next action.
It is updated after each visit, and every other sales document refers to it.
What a customer profile is for
A B2B customer profile is the reference record of an account: who the company is, who decides, what it buys from you and from others, what it could buy, how it is classified, and what happens next. Every other document — visit report, account plan, territory plan — refers to it.
The profile holds facts, not opinions, and each fact has one place. When a visit report reveals a new contact or a renewal date, it moves into the profile. Data protection rules such as the GDPR apply to contact data.
The complete set Field sales templates: how the documents connectThe template, field by field
Copy the fields below in this order: the first column becomes the heading, the second says what goes in it, the third why the field exists. Remove a field you have no use for; add one your business needs.
| Field | What to write | Why |
|---|---|---|
| Company | Legal name, trading name, registration number, sites | Identify the account without ambiguity |
| Segment and class | Segment, size, class from the potential scoring | Decide how often to visit and how to approach it |
| Contacts | Name, role, influence on the decision, how to reach them | Know who decides, who influences, who signs |
| Ranges bought | Range by range: from you, or current supplier and renewal date | See the white space and the deadlines |
| Potential | Estimated annual spend in your ranges | Compare with current revenue |
| Revenue | Last year and year to date | Measure the share already won |
| Trade-specific facts | Facts specific to the sector: opening season, number of covers, tender end date | Prepare visits with the right questions |
| History | Last visit, last order, open promises | Pick up where the last visit stopped |
| Next action | What, who, by when | Keep the account moving |
A filled example
| Field | Example |
|---|---|
| Company | Delta Bistro Ltd (fictional), one restaurant, registration number withheld |
| Segment and class | Independent restaurant, 120 covers, class B |
| Contacts | A. Turner, owner, signs; R. Patel, head chef, chooses products |
| Ranges bought | Dry goods: from us. Winter range: another supplier, renewal in January |
| Potential | €30,000 a year in our ranges (rep's estimate) |
| Revenue | Last year €12,000; year to date €9,800 |
| Trade-specific facts | Closed 4 to 18 January; new menu on reopening |
| History | Last visit 6 October; promise open: data sheets by 9 October |
| Next action | Call the chef on 21 October for feedback on the samples |
The same fictional account as in the visit report template. All data in this example is fictional.
How to use it
- Create it at the first contact. Company, segment and the first contact; the rest fills in over the visits.
- Record contacts with their role. Who decides, who influences, who signs, and how each prefers to be reached.
- Map the ranges. Range by range: bought from you, or from whom and until when.
- Estimate the potential. A figure, even rough, so the account can be classed and compared.
- Update after each visit. New facts from the visit report move into the profile the same day.
- Clean it regularly. Remove contacts who have left and merge duplicates; keep only what is needed.
Common mistakes
- One contact only. When that person leaves, the account starts from zero.
- Facts left in visit reports. A renewal date nobody moved into the profile is missed.
- No potential. Without it, the account cannot be classed or prioritised.
- Duplicates. Two profiles for the same company split the history in two.
- Keeping everything. Personal details with no sales purpose do not belong in the profile.
Spreadsheet or tool
The template works in both. This compares categories of tools, not products: any given product may differ from these general tendencies.
| Aspect | Spreadsheet or document | Field sales tool |
|---|---|---|
| Structure | One row per account, columns added over time | Fixed fields, plus trade-specific ones |
| Contacts | Several in one cell, or extra columns | One record per contact, linked to the account |
| History | Kept elsewhere | Visits, orders and notes attached to the account |
| Duplicates | Found by sorting by hand | Suggested for merging |
| Access | Whoever has the file sees every account | Each rep or agent sees their own accounts |
What SalesIro brings
The features that fill in or replace this template, all taken from the public feature list (59 features, 3 of them marked “to be activated”):
- Trade-specific fields: covers, annual closure, tender end date and other facts by trade;
- Client range table: current supplier, renewal date and budget, range by range;
- Account classification: potential scoring and class;
- Dated notes and attachments: timestamped notes, photos and documents on the account;
- Portfolio clean-up: duplicates and incomplete records suggested, never imposed;
- Database-level isolation: each rep sees only their own scope.
The same data can be queried from an AI assistant — Claude, ChatGPT, Le Chat or Perplexity — through the MCP server for AI assistants, with a key or an OAuth connection. A question such as “which of my accounts have a range renewal in the next three months?” is answered from your own data, without an export. Every read is written to the access log, and access rules still apply: a rep's assistant only sees that rep's accounts.
Related guides
How the templates fit together is explained in field sales templates: the complete set.
- Sales visit report template
- Account plan template
- Sales territory plan template
- Field sales management software: the guide
To compare features line by line, see the feature list. All English guides are listed on the guides page. A French guide on this topic is also available: version française.
Further reading
Frequently asked questions
What is a B2B customer profile?
The reference record of a business account: company, sites, contacts and their roles, ranges bought, potential, class, history and the next action.
What is the difference between a customer profile and a visit report?
The profile holds the lasting facts about an account; a visit report records one visit. New facts learned during a visit move into the profile.
How often should a customer profile be updated?
After each visit or contact that reveals a new fact, and during a regular clean-up to remove contacts who have left and merge duplicates.
Do data protection rules apply to a B2B customer profile?
Yes. Data protection rules such as the GDPR apply to contact data.
One account, one record
In SalesIro, the account holds its contacts, ranges, trade-specific fields, notes and history, and each rep sees only their own accounts.
See how it works