What can you do to get your prospects to listen to you and buy from you? We get so many irrelevant emails that breaking through the noise is hard. Many marketers send mass mailings, leaving us to delete emails. What can you do to close more sales with less Follow Up Fatigue (FUF)?
Who Are Your Clients and Prospects?
Sending general marketing to the masses may produce more leads but most of those leads will be unqualified, causing Follow Up Fatigue (FUF) for your salespeople. This is why segmentation is so important for lead generation and customer relationships.
Review your clients and prospects. Are they all the same? What are some differences? Is it possible that different segments need different messaging? When you message a segment, use examples and jargon relevant to the segment to make an impression. Sound and act like you belong, and you will build buyer confidence.
What is Segmentation
Segmentation is the method of marketing to specific groups based on characteristics and behavioral patterns, so they receive relevant messaging. Segmentation can be very granular starting with Geographic, Demographic, and Behavioral traits.
Geographic segments focus on a contact’s state, county, city, school district, zip code, mile radius, and sales region. Age, occupation, education, gender, income, and marital status are identifiers to define Demographic segment. Buying patterns, online, in-person, time of day, reorder frequency, and the purchase of complementary products help define Behavioral segments.
Sample Segments
Here are 4 examples of effective segments:
- Remodeling Company – Segments its prospects by community and limits its advertising to a 5-mile radius of its warehouse.
- Insurance agency – Sells different products based on age and marital status.
- Law firm represents 3 industries in 5 states and sends the same federal tax updates using industry-specific examples to explain its impact.
- Online beauty supply company sends renewal promotions 6 weeks after a purchase is made, as their typical buyer consumes its product in 8 weeks.
What, when, and to whom you say your message to will be more effective when your message is specific to a smaller, segmented group.
How Can a CRM Help Manage My Segments?
A robust CRM enables you to build segments automatically with Dynamic Lists. Every time you add a new contact with the right criteria (i.e. industry, age), they are added to the list which is ready for your next marketing campaign. Build multiple lists to manage outreach through email, text, and social media campaigns.
One retailer found its buyers come at different times of the day based on age – seniors in the late morning and young moms in the afternoon. The retailer, with help from its CRM specialist, used its CRM to set up multiple segments to reflect age differences.
The retailer began running weekly sales to each group. They used direct mail and emails to reach 3 zip codes, combining demographic, geographic, and behavioral characteristics. The CRM’s email campaigns go out automatically each week with age-appropriate specials and helpful tips about the retailer’s products.
Your Next Step
How can you use your CRM to close more sales with less FUF? Perhaps, you do not have a CRM. Either way, let’s meet to see whether a CRM is right for you
