One size does not fit all in most cases. Same thing applies in the sales business. Usually you need to address certain types of target audiences with specific messages and approaches, taking under consideration several deciding factors. So that’s exactly what we’re going to talk about in today’s topic: how to to a correct segmentation of your sales prospects and clients.
A common sales barrier that B2B companies face is demonstrating an understanding of the specific needs of their prospects and clients. Not all your customers are the same, so why would you communicate your product to them in the exact same way? Individual buyers are convinced that their circumstances and challenges are unique, and unless you can prove to them that your solution has been created with their specific situation in mind, you may lose the deal.
On the other hand, no sales rep can deliver everything to every client, but what you can do is make a thorough prospecting and segmentation of your prospects and after that implement some smart strategies.
Why is customer and lead segmentation so important?
For both that marketing, and the sales departments, it’s crucial to analyze various aspects of their customer base. Sooner than you know it, you’ll see how your sales people will have a lot more time on their hands to actually sell than to pitch to uninterested prospects. After that, the success stories will just keep pilling in and your business will grow faster than you know it.
The main advantages of segmenting your clients include:
1. Improving your focus
The more you know about your customer, the better you’ll be able to focus on catering to their needs. And this advantage applies to several areas of the company-customer relationship, too.
You’ll gain a much better understanding of what your customers want to get out of using your product or service and after doing that, you can adjust your product specifically to your customers’ needs, making them feel as if you’ve created it only for them.
Furthermore, you can use segmentation data to create targeted advertising and marketing campaigns for subsets of customers, as well. Again, by creating such content with a specific customer persona in mind, you increase the likelihood of it catching the attention of individuals within that subdivision.
In either of these cases, segmentation increases the chances of targets becoming prospects, and prospects becoming customers.
2. Increased competitiveness
In close relation to the benefit mentioned earlier, using customer segmentation strategies allows you to be active, assertive, and even aggressive when it comes to building your business.
Once you know who your customers are, and you know what they’re looking for, you can pursue them without rest. And, since you know exactly how your product or service will ease their pain points, you can be confident that your efforts will result in an increase in sales and company profits.
3. Better customer retention
As we’ve already suggested, customer segmentation allows you to build products or services that are going o better suit their needs. That will give your brand a boost of confidence in their eyes.
And when your customers trust your company, their loyalty will come along as a benefit.
4. You’ll be able to expand
As your company grows, so does the potential of what you have to offer will… if it’s one of your goals, of course.
First of all, you could extend the physical area your company caters to and second of all, you could broaden your product range.
Once your customers trust you to provide an effective solution to one of their major pain points, they’ll be way more willing to hear your up-selling propositions.
5. You’ll know when the time is right to pitch
Segmenting your customers also allows you to know when a specific persona is most likely to have an increased need to use your services or to buy some addition to what they’ve already purchased.
6. Make the right price proposal
When you know what the financial status of your clients is, you’ll be in a much better position to offer your product or service at a price that is reasonable for them.
By optimizing the price of your product, you not only ensure your customers get the most value for their dollar, but you also ensure your company generates the maximum amount of revenue possible.
How to do proper customer segmentation to make more sales?
The first and easiest thing you’ll need to do is examine your existing customers and divide them into groups. This is how you’ll be able ton identify who spends what, when, and design products, services and marketing campaigns to get them buying more.
This strategy becomes effortless when you own a CRM software where you have all the necessary data about your clients. You can run all sorts of reports in order to help you establish why customers buy from you and what the buyer trends are.
You then can use the data provided to split your customers into groups according to factors such as spending patterns, age, sex and location. Using this information, you can work out who you most want to target.
And the second thing you’ll have to do is make a correlation between your sales department and your marketing department. we’re all in it for the same thing, right?
You should target your marketing strategies to where your most profitable customers are most likely to see those messages. This will enable you to develop new products (or just to improve the ones that you already have) to suit different segments. For example, a personal trainer has one core service but segmentation might identify several audiences - for example moms who want to lose post baby weight, athletes or people recovering from accidents or surgery.
The best part is that this doesn't necessarily mean spending lots on advertising campaigns. If you have a good database then email is a cheap and easy way to send targeted messages.
How can you segment your customers and leads?
There are 4 different types of market segmentation and all of them vary in their implementation in the real world. Let us discuss each of them in detail.
1. The demographic segmentation
Demographic segmentation is one of the simplest and most widest type of market segmentation used. Most companies use it to get the right population in using their products. Segmentation generally divides a population based on certain variables. Thus demographic segmentation too has its own variables such as Age, gender, family size, income, occupation, religion, race and nationality.
2. The behavioral segmentation
This type of customer segmentation divides the population based on their behavior, usage and decision making patterns. Based on the behavior of an individual, the product is marketed.
This type of customer segmentation can be specifically analyzed in the smartphone business. For example, ever since it came out, Blackberry was targeted towards users who were business people, Samsung was launched for users who like the android platform and like various applications for a free price, and Apple was launched for the premium customers who want to be a part of a unique and popular niche.
Another example of behavioral segmentation is marketing during festivals. Say on christmas, the buying patterns will be completely different as compared to buying patterns on normal days. Thus, the usage segmentation is also a type of behavioral segmentation.
3. The psychographic segmentation
The psychographic segmentation is the one that takes into consideration peoples’ lifestyles, their activities, interests as well as opinions to define a market segment. Psychographic segmentation is quite similar to behavioral segmentation. But psychographic segmentation also takes the psychological aspects of consumer buying behavior into accounts. These psychological aspects may be consumers lifestyle, his social standing and things like that.
4. The geographic segmentation
This type of market segmentation divides people on the basis of geography. Your potential customers will have different needs based on the geography they are located in.
For example, in cold countries, the same company might be marketing for heaters wheres in hot countries, the same company might be targeting air conditioners.
Today, this isn’t viewed as a specific enough approach, but still geographic segmentation principles are used when you are expanding the business in more local areas as well as international territories.
So don’t be afraid of the word. It is simpler than it sounds. Segmentation is simply a way to divide and arrange your customers into smaller groups and this will only benefit your sales teams’ efforts and, thus, your company growth.