From the course: Marketing: Customer Segmentation
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Creating profiles of your customers and targets
From the course: Marketing: Customer Segmentation
Creating profiles of your customers and targets
- [Narrator] One of the things a really effective sales person learns is if the prospect is going to say no, get them to do so quickly. It's all about efficiency. Being able to determine whether or not someone is the right target helps you allocate your time more wisely. We can apply the same concept to the world of marketing. If we can determine whether or not a potential customer is the right target for our message, what type of message would be more appealing or interesting to them, and what media are most likely to grab their attention, we become more efficient in our marketing efforts. Here's how I recommend you go about it. If you're working in a business where innovation, new products, or new services are key strategic drivers for the industry, start by mapping the customer segments onto an adoption curve. For example, using the technology adoption curve from Rogers, you can begin by gathering data on the pace at…
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