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4 Ways Better Market Segmentation Leads To Higher Sales
Closing more sales isn’t just about more reps, better products or lower prices.
Sales needs to make sure they’re focusing their efforts on the right customers
and markets.
But all too often, companies have relied on rules of thumb and rudimentary
statistics to shape and execute their sales strategies. As a result, too many
sales negotiations are rooted in one-size-fits-all approaches or primitive
segmentations that haven’t been revisited for months or even years and that
overlook the dynamic nature of today’s markets. It is not uncommon for
companies to create “segments”—if one could even call them that—consisting
of only the barest of distinctions, such as “customers who have purchased in
the past 12 months” or “prospects with more than $5 million in annual sales.”
These segments might contain 20-30 percent of all sales prospects.
At the same time, companies have become expert at capturing exponentially
increasing piles of granular data. Applying it, however, has been another
matter entirely. But lurking in that data is the ability to actually transform how
businesses sell to their customers.
And data science, atop a growing pile of Big Data, changes the rules. Now we
can create better market segmentation and achieve better results. Imagine,
instead, the ability to sift through exponentially greater data to populate 1,000
different segments that each contains a fraction of one percent of the target
customer base. These segments can use dozens of different attributes and
characteristics and combine them with dozens or hundreds of distinct offers,
opportunities, promotions and prices. It can be as specific as: “customers who
have purchased any of our five newest SKUs within the past six months, who
have also called our help line, submitted a rebate claim, displayed a positive
reading in social-media sentiment measures, are in the healthcare industry,
and have revenues between $10-20 million.”
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4 Ways Better Market Segmentation Leads To Higher Sales
Suddenly, we have a much clearer picture of the market and we can
personalize sales messaging and negotiations, tailoring them to the needs and
preferences of tiny subsets of buyers. It’s time to bring data science to sales
and, in so doing, prove or disprove the unchallenged assumptions and worn-
out hunches that have governed our sales strategies for too long.
So what can you get from abandoning legacy market segmentations and
targeting sales strategies based on the specific needs of a well-defined
segment of the market?
1. Personalized Offers Improve Win Rates:
All too often, you employ the same tactics for every client and every
market.
The blanket mentality, one-size-fits-all approach that every customer’s
pain point is the same doesn’t make sense. That’s because, for example,
if a product is priced at $5 for one client and you win that sale, you may
not win additional sales if you continue to charge $5 for that product with
every other customer. But even if you continue to win sales, you may be
winning at a price that is sacrificing a lot of value. For example, that same
$5 sale may be worth $10 to another customer.
You act intuitively when selling instead of approaching sales armed with
quality data. You typically sell based on the assumption that what worked
for customer A is going to work for customer B. But the problem is that
customer A often has different needs than customer B. Although each
customer may be asking for the same product or the same service, the
value each customer derives from the product or service may actually
be quite different. So making the same offering — even if it’s the same
product — to customers A and B doesn’t make sense.
The problem is that they may be producing sales, but you’re likely not
matching what the customer wants with what you are offering. The result
is win rates that are lower than you could achieve.
The key is to determine a more accurate offer (i.e product and price) for
each individual customer, so you know that you’re sending a personalized
offer that’s likely to get you the best results, improving the likelihood of
closing the sale.
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4 Ways Better Market Segmentation Leads To Higher Sales
2. Targeted Pricing Drives Better Margins:
The number of variables that go into pricing accounts is too complex for
most organizations to manage effectively. A given group of customers
or specific market is going to care about the pricing details for a
handful of products. For example, for a medical distributor,
cardiologists always want to know they’re getting the best
price on EKG machines; general practitioners always want
to know they’re getting the best price on latex gloves.
These may be simplified examples but with millions of
customer and product combinations, you’re not going
to be able to know how every customer values every
one of your products.
You might be able to squeeze another $500,000
in sales from your largest customer, but you may
prefer to achieve the same result by changing your
prices by just a few pennies on the majority of your
accounts. Or you could do both. At the end of the day,
the impact on your business could be the same.
You need the ability to optimize all your accounts instead of just focusing
on a handful of large ones. This improves your margins across the board
and secures your continuing revenue growth.
3. Better Offers Lead To Better Customer Loyalty:
With the Harvard Business Review reporting that companies lose half
of their customers every five years, customer retention is a critical
component of any sales effort.
Instead of just closing a sale, you have to ensure that customers feel
they are gaining value from your product or service over an extended
period of time. Building these long-term relationships helps you
capitalize on cross-selling opportunities and look for ways to develop
products internally that satisfy customers’ needs. By understanding
market segmentation, you can quickly identify opportunities to sell a
“hot” product into the right market segment based on other customer’s
purchasing patterns.
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4 Ways Better Market Segmentation Leads To Higher Sales
Best-in-class organizations organize customer data and recognize these
cross-selling opportunities. Ultimately, you should strive to be more than
a trusted adviser; you want to be seen as a problem-solver that helps
customers become even more successful.
4. Segment Metrics And Track Performance
Where It Matters
To be truly successful, you need hard data to see what’s working in your
sales strategy. While so much of sales is intuitive, analytics helps remove
“gut feelings” and introduces metrics that give you concrete information
to work with.
You need to get the data measure and improve win rates. Pricing
optimization software allows you to segment your customers by factors
such as what customers are buying, what offers are winning and what
pricing structures make the most sense. For example, by segmenting
customers you’re able to see which are responding to platinum-level
service agreements versus silver or bronze levels.
By integrating sales and marketing effectiveness software with marketing
automation, you’re able to begin tracking leads from generation to
outcome. Marketing automation looks at the details of visitors to a
website, for instance, tracking how many times someone visited, what
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4 Ways Better Market Segmentation Leads To Higher Sales
company that visitor is with, whether they signed up for a free trial or
attended a seminar, and more.
Armed with this information, you’ll be able to see what’s working with
clients and what isn’t, allowing for better targeted sales efforts and higher
win rates.
Now is the time to analyze and segment your customers. The time you
spend is going to pay off with shorter sales cycles, faster movement
through the sales pipeline – and most importantly – higher margins and
higher close rates.
Personalization and customization due to better market segmentation go
hand-in-hand to drive unprecedented gains in sales. Instead of one or two
attributes to define four or five segments, we can use 10-12 attributes to
create tens of thousands of segments. By subsequently applying data science,
we can match optimized and personalized offers to the segments that are
most likely to purchase sooner.
What is your plan to address the next generation of market segmentation to
drive sales growth for your company?
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4 Ways Better Market Segmentation Leads To Higher Sales
Closing more sales isn’t just about more reps, better products or lower prices. Sales needs to make sure they’re focusing their efforts on the right customers and markets.
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