The segmentation problem:

For a small company trying to grow, this problem usually has one of two forms:

• "We only have one customer. We want more like them!" (Maybe you have just done a big job for a large ex-employer?)
• "We have been firing at everything and have several customers in unrelated fields." (Maybe you have been doing stuff for all and sundry.)

To solve the problem try our segmentation process:-

The segmentation process:

A segment is a group of similar customers. This allows you to maximise your chances of business by:

• Getting to know them, and their "language"  well
• Communicating the same focussed messages to them
• Taking advantage of referrals within their "network of trust".

So what you do is:-

1. Start with your "ideal customer" who is rich enough, pays, needs what you supply and in a sector you know something about.
2. You might start this from the one customer you already have...
3. ..or you might select the "good ones" from your existing list.
4. Register at www.themarketingworkspace.co.uk and use the check lists available under "tools", to define your target  segment.
5. Try to identify some companies by "googling" using your segment parameters.
6. Pass this definition and any identified companies, into the operational level "Task 5: Suspects".
7. Job done ! - though you might decide to have more than one segment as you get more advanced...Next month move on to "Task 2: Decision Makers"....

It is all about continuous improvement..

If you follow all our 8 "tasks of the month" and make a 10 percent improvement in your performance in each task, then you could double your business...

You can access all 8 tasks at any time ( and the supporting hints, tools, textbook and services) by registering at www.themarketingworkspace.co.uk.

We hope this helps.

Best regards.

John W Beeston

The Marketing Workspace