For each segment a differential

Not everyone cares what their business solves. At least not in the same way. Keep in mind that you should not build a differential For each client but for each segment . A segment is the group of customers who have similar behaviors and expectations, so they will appreciate the same differential. Each market segment requires a different argument. For example, for an industrial client with a presence in different countries, its logistics infrastructure and the ability to serve it regionally will be a great argument. However, for another client who only has a presence in one city, this regional argument will surely not be as relevant, but rather the speed of his local technical assistance.

Various types of customers

Various types of customers each segment will determine the argument that best fits and values ​​the most, according to its specific needs. The starting point is to understand that you have several groups and that not all of them recognize the same thing. Identify company data among those you serve which ones have common needs, interests, frustrations or challenges. To separate one segment from another, know what some appreciate that others don’t, even if they buy the exact same product. A very common mistake is wanting to convince all clients with the same message, unaware that not all arguments are equally important. You’re wasting time telling a customer how you solve a problem they don’t have.

Focus on what is relevant to each segment

For each The spearhead argument with which you support each client why it is a better option must be truly relevant. Focus on what is relevant to each segment if people are only interested in the things that concern them, the best way to get their EO Leads attention is by understanding who they are and what matters to them. Put yourself in their shoes, think about the situation you are facing, your competitive environment if you are a company or your personal situation if you are targeting end customers. Show why the argument is important to them. Focusing on each segment makes the message tailored, so that what people are reading, watching or listening to is a perfect fit for their needs.

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