IDENTIFYING YOUR IDEAL CUSTOMERS
We're in the process of authoring our upcoming book: "SELLING IN THE BREAKTHROUGH ZONE: a practitioner's guide to implementing value selling".
Rather than wait for the book to be finalised before publishing, we plan to release selected chapters in advance.
The first chapter to be released is on identifying your ideal customers.
Targeting the right organisations is a critical foundation of any value selling initiative. In this chapter, we'll explain why demographic segmentation is increasingly inadequate, and why structural, behavioural and situational considerations are becoming critically important.
As a special bonus, this preview chapter includes easy-to-use templates to support your own ideal customer targeting and segmentation initiatives.