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Understanding the Impact of Effective Market Segmentation
Presented by Rob Vogel, Managing Partner – Q4 Impact Group, LLC
RECORDED ON: Thursday, May 21, 2015 at 1:00 PM ET
If all customers were the same, we could sell into our markets with “apps” and machines. But, we use the front-line salesperson as “boots on the ground” resources because we know that customers are different and each customer has a unique worldview. Segmentation is a tool we can easily give to our front-line sales group, one of our most important resources, to make them more effective.
To achieve desired performance, the front-line behaviors and our sales processes have to complement one another to drive improvement. Segmentation is not a new concept; it is often considered the first step in an effective marketing campaign. Why is it then, in our business, it often fails to deliver impactful results that we can identify?
- To be able to define segmentation relative to an aggregate market place.
- To define what effective segmentation can deliver to a producer.
- To define what a producer really sells and how it is impacted by segmentation.
- How we develop effective segmentation strategies.