Market Segmentation Archives

How to Use Mass-Customization to Broaden Reach and Boost Bottom Line

By Susan Solovic | Nov 5, 2015

While we know that “one size fits all” is seldom—if ever—true, we know that in sales the more people who are good fits for our products and services, the more profitable we’ll be. This fundamental truth has created what we call “mass-customization” and it’s a strategy that everyone from retailers on Etsy to huge manufacturing…

Finding Ideal Customers Using the Value Quadrant

By Danny Iny | Oct 2, 2015

Do you ever get an email from a prospect who asks question after question only for them to finally decide they’re not interested? You spent hours answering their questions, got excited about the possibility of a new customer, and suddenly all communication has stopped. You’ve been ghosted. In an ideal world, it would be easy…

No Blunders! Avoid These 5 Startup Mistakes

By Danny Iny | Sep 18, 2015

Why do startups fail? Is there a recipe for success for your new and exciting business venture? Unfortunately the answer is no. There is no way to guarantee success in your new business. While there may be recipes (or templates) you can use to help you on the path to success, it’s also useful to know…

Niche Marketing: What Is It, and Do I Really Need to Do It?

By Danny Iny | Aug 28, 2015

“What’s your niche?” These three little words strike more terror into the hearts and minds of idealistic new entrepreneurs than any others. Has this ever been you? You start a blog about your passions and write what you’re sure is the most amazing content on the planet. After several months, hardly anyone aside from your mom and your…

Who Shouldn’t You Serve?

By Drew McLellan | Jun 16, 2015

Who shouldn’t you serve? I have often said that the power of a good brand is not only does it attract your sweet spot customers but it repels the wrong customers.

Fish in the Giant Ocean, Not in a Shallow Creek

By Dave Berkus | Jun 8, 2015

There are big fish and small fish, potential customers, all swimming in the sea that is your potential marketplace. You, the lonely fisherman, have to weave a net to catch your fish.

Stop Heroic Sales Efforts!

By Dave Brock | May 21, 2015

We’ve each seen Heroic Sales Efforts. They’re something to behold and, for a few moments, to revel in. The problem is, heroic sales efforts aren’t scalable!

Is There a Local Market for Your Franchise Idea?

By Bill Bradley | May 11, 2015

Joanna was thinking about opening a business. She had enough severance pay from the job she had just left to cover the startup costs of a business.

“A Shot in the Dark”

By Dave Brock | Apr 29, 2015

When you start thinking about it, there is really very little reason to have to “Take A Shot In The Dark.” Increasingly, we have the ability to be very pinpointed.

Love Advice is Not Good Marketing Advice

By Drew McLellan | Mar 31, 2015

Love advice is not good marketing advice. In fact, in general I might suggest that you shun cupid’s advice when it comes to marketing your organization. Let me give you a few examples.