Therefore, I would like to share my thoughts with you on the importance of segmentation as the foundation of marketing and sales.
The Importance of Segmentation in Sales Success
Periodically, it's wise to revisit your sales process and make any necessary adjustments. Offering everything to everyone equals offering nothing to anyone. This old wisdom is more relevant today than ever.
In sales, segmentation is critical. It's recommended to focus on the most important customer segments (two or three) and leave the rest for mass communication. Therefore, select a few segments where you can a) make the most impact or b) see the most potential for growth. When segmentation is accurate and current, your communications hit the mark, making sales opportunities more optimal. Relying on manual efforts for segmentation is inefficient and not a profitable use of time. With WisePlatform, it's possible to automatically segment customers based on their actions.
Occasionally, one might see overly ambitious segmentations, where the customer base is divided into dozens of different segments. If you lack the resources to manage each segment continuously or if the purchasing power of the segments doesn't justify the costs of continuous management, simplify your segmentation strategy. It's better to manage a few segments well than to spread your efforts too thin.
Enhance Personal Sales Efforts
Personal selling is far from obsolete; in fact, it's more relevant than ever. Aim to identify the points in your sales process where personal selling can significantly impact volume growth. Identifying these points isn't easy, but with systematic experimentation, it's possible.
Sales tracking tools in CRM systems should be designed to support personal sales efforts.
Leads that meet predefined criteria should automatically be passed on to sales. Moreover, the CRM system should allow for the manual search and import of leads that meet specific criteria, meeting the contact needs of salespeople. This allows for a more efficient and targeted approach to sales management, optimizing the time of salespeople and increasing the likelihood of closing deals.
The importance of CRM in personal selling cannot be overstated—every piece of information should be stored in the CRM to manage the customer properly. Generally, there's much room for improvement in this area.
Lead with Data, Respond with Sensitivity
In sales management, numbers and statistics hold no intrinsic value; the key is knowing how to respond to them and when to change direction if necessary. This brings us back to the big picture and the ease of reacting when the desired direction is clear.
WisePlatform's sales tools are at your disposal to support and form the foundation of your sales process. Our customer representatives are more than willing to assist you with updating tool settings or generally implementing a tool.
Joni Meskanen
CEO of WiseNetwork
I'm dedicated to empowering SMEs in the sports and fitness industry through innovative digital solutions. With 25 years of gym industry experience, I bring a wealth of knowledge to enhance digital presence, streamline operations, and enrich customer experiences for gyms, golf clubs, climbing facilities, and more. My mission is to drive transformation and growth, helping SMEs to thrive in a competitive digital landscape.
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