Here’s a simple strategy to make your marketing and sales more effective:
Segment your list!
Whether you’re selling B2B, B2C, or both – you’ll find that your customers are much more responsive when you’re talking directly to them, instead of using a generic, one-size-fits-all tone.
This is particularly important if you sell a broad range of products and services, or if you sell to a broad range of people.
For example, the typical retailer has a range of customers that have different attitudes towards price. There are people who are primarily interested in low prices, and these people tend to respond well to sales and discount opportunities. Other customers are more interested in getting great value and superior quality, and therefore they’re more likely to be interested in the newest high-quality product that you’re selling.
It would be a big mistake to communicate to both groups of people with the same messaging.
The price-conscious shoppers should receive messaging about your latest coupons and special offers. The value-conscious shoppers don’t need to hear about discounts – they need to hear about value, about quality, and about the latest and greatest products you’ve got in stock.
If you use email marketing – segment your lists. If you’re marketing with Facebook Ads, create different audiences. If you’re advertising on the radio, adjust your message based on the average listener profile of each station you’re using.
There are plenty of other ways to divide up your audience as well, depending on the nature of your business. Perhaps men and women will respond to different advertising messages. Or maybe age, physical location, or income level makes a difference.
The more you can segment your marketing and sales efforts, the more directly you can speak to each group. The more directly you can speak to your customers, the more sales you’re going to make, and the more money you get to take home at the end of the day.
Stop talking to your customer list like they’re all the same. Segment your audience and make more money!