Imagine a thoroughbred race horse that is locked up in a small stable.
The horse feels something is wrong but doesn’t know what. He wants to run in the fields, but his owner denies him the privilege. The owner, who knows nothing about horses, is frustrated because the horse is acting up by kicking the door or the walls of the stable.
Then on race day, after six months of confinement and lack of training, the owner brings the horse out for a race.
Of course, the horse loses, and the owner is now thinking about turning the horse into sausages.
Now, I don’t say that you should turn your bad clients into sausages or show negative feelings against inappropriate prospects. All I’m saying is that in all your dealings, favour prospects with “great client” potential and emotionlessly walk away from problematic prospects.
Note that it is your market that defines your branding, positioning, packaging, pricing and even the claims you make.
You must know your market’s size, growth rate, demographics, psychographics, technographics (technical sophistication: abacus vs. computers), needs, purchasing habits, and many other factors. Different companies segment their markets differently, but this segmentation method you’re about to read about applies to every industry.
There are two attributes to consider…
And this is what we discuss this month’s mind-menglingly splendid episode of Tomicide Solutions, entitled, “How To Segment The Marketplace For Your IT Business”.
Then come back here and voice your thoughts.