So we have identified the Medium Potential Customers. We know who they are and where they are and what they buy and what they own. Now we can assign them for market coverage. That means we have to select the number of customers that is appropriate for one person to handle. But first we have […]
So we have identified the High Potential Customers. We know who they are and where they are and what they buy and what they own. Now we can assign them for market coverage. That means we have to select the number of customers that is appropriate for one person to handle from a geographical and […]
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Alright, you have run the reports, established the different levels of purchases, obtained accurate machine populations for the customers and have put this market segmentation code into the name and address record on your computer. Well now you have 64 market segments. I submit to you that this is too many segments to determine a […]
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The starting point for market segmentation is the information necessary to determine the potential of each client in the market place to be covered. To determine that in the equipment world we have to obtain a complete and accurate working machine population. This is the usual starting point for any good marketing information in the […]
Being all things to all people has long been impossible. Yet many dealers continue to operate without a strategy for market coverage and as a result continue to do what they have always done. Treat everyone the same, until that special customer has a problem. To make matters worse for our customers – somewhere in […]
It is Saturday and one of my favorite events is what I call a “Man Date.” This is when my grandson and I go and have our haircuts. It started when my daughter began to have trouble getting him to sit still for his haircut. So off we went for his first trip to the […]
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Instore Selling Representatives
/in Business Services, Consulting Services, Customer Service, Marketing, Parts, Personnel, Product Support Selling, Service/by learningwithoutscarsSo we have identified the Medium Potential Customers. We know who they are and where they are and what they buy and what they own. Now we can assign them for market coverage. That means we have to select the number of customers that is appropriate for one person to handle. But first we have […]
Huggers or Hunters – that is the question
/in Business Plans, Business Services, Consulting Services, Marketing, Parts, Personnel, Product Support Selling, Service/by learningwithoutscarsSo we have identified the High Potential Customers. We know who they are and where they are and what they buy and what they own. Now we can assign them for market coverage. That means we have to select the number of customers that is appropriate for one person to handle from a geographical and […]
Making Segments that Work
/in Business Plans, Business Services, Consulting Services, Customer Service, Marketing, Parts, Product Support Selling, Service/by learningwithoutscarsAlright, you have run the reports, established the different levels of purchases, obtained accurate machine populations for the customers and have put this market segmentation code into the name and address record on your computer. Well now you have 64 market segments. I submit to you that this is too many segments to determine a […]
The Beginning of Marketing
/in Business Plans, Business Services, Consulting Services, Marketing, Parts, Product Support Selling, Service/by learningwithoutscarsThe starting point for market segmentation is the information necessary to determine the potential of each client in the market place to be covered. To determine that in the equipment world we have to obtain a complete and accurate working machine population. This is the usual starting point for any good marketing information in the […]
Market Coverage
/in Business Services, Consulting Services, Customer Service, Marketing, Product Support Selling/by learningwithoutscarsBeing all things to all people has long been impossible. Yet many dealers continue to operate without a strategy for market coverage and as a result continue to do what they have always done. Treat everyone the same, until that special customer has a problem. To make matters worse for our customers – somewhere in […]
A Personal Note
/in Filosophy, Words of Wisdom/by learningwithoutscarsIt is Saturday and one of my favorite events is what I call a “Man Date.” This is when my grandson and I go and have our haircuts. It started when my daughter began to have trouble getting him to sit still for his haircut. So off we went for his first trip to the […]