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A market segment = a group of people with shared needs. By segmenting your market, you will find it easier to communicate. You can create propositions, key messages, offers etc for each market segment. As your messages are in line with the market segment, you will get more response and make more sales. Here are two examples of market segments: * Independent professionals, working in the Thames Valley, looking for more clients (B2B marketing) * Fashion conscious 18 - 24 year old ABC1 women living in Chelsea (Consumer marketing) Ideally, you should use a CRM (Customer Relationship Management System) to manage your customer database and segments. For further information, here is a Wikipedia article....

You put a great deal of time, effort and money into your marketing activities. When a prospective customer wants to talk to you - what happens when they call? Will they hear an answering machine or voicemail message? Research shows that if this is the case, the majority of people will simply put the phone down. A key objective of marketing of marketing is to generate sales enquiries; it is highly important therefore, that a human being being answers your phone, regardless of where you are and what you are doing! Our office uses the Verbatim answering service - which we have been using for many years. This means that if we can't answer the phone, one of the friendly Verbatim team answers the call. A text message or email is automatically sent to us with all of the relevant details, so we can get back to the caller. At the end of the day a caller checklist is sent, so we can make sure...

Segmentation is a key element of your marketing strategy

Don’t miss a sales lead because you still use an answering machine!