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How to use segmentation to address client objections?
Reading time: 4 min.
1. What is segmentation and why is it useful?

1.1 Segmentation is the first step towards mutual understanding with the client.

1.2 Segmentation based on identified patterns allows you to create solutions that can bring the greatest value to the client and establish long-term relationships.

1.3 Segmentation lays the foundation for determining the path, positioning and specific direction of movement. This allows you to avoid unnecessary fuss and inattention when making decisions; this allows you to avoid unnecessary mistakes and financial losses.

2. How to segment your clients based on their needs and goals?

2.1 Start with the pains and goals of your clients. A good approach is when you know more about it than they do (and when you know more about your clients' pains than about your own pains). A sincere desire to relieve pain and help your client achieve a goal allows you to immediately build the correct vector of your movement.

2.2 Rely on real numbers, facts, but not just your opinion. Opinion can be subjective - and this is the first step towards errors. Even the interpretation of facts can cause confusion. Therefore, please be careful.

2.3 Having seen recurring problems and pains and their correlation with goals, you can put forward a hypothesis about a particular segment.

3. How to segment your clients based on their preferences and behaviors?

3.1 Study how each client currently works with other partners. How is communication going now? What are the possibilities? What are the problems?

3.2 Having collected the key pieces of the puzzle, you will be able to develop a system of interaction with the client based on the most familiar natural conditions for him.

3.3 By finding patterns in the behavior of different clients, you will be able to put forward hypotheses about segments and create universal solutions. It is important to find a balance between sufficient personalization and scalability of your solutions - this will provide good opportunities for the growth of your company.

4. How to use segmentation to address common client objections?

4.1 After careful preparation of the work described in the previous stages, we are ready to launch the first experiments. Based on the data we received as a result of research, we create the value propositions whose goal is to satisfy not just one, but a number of client needs and objections. This approach to delivering solutions increases the chances of success.

4.2 Knowing the client's preferences and behaviors, we present them our solutions in the most familiar way. Yes, that’s right - it’s not only important What we deliver to the client in the first stages of acquaintance, but also How we deliver it.

5. How to use segmentation to improve your client relationship and retention?

5.1 Segmentation creates good preconditions for a strong relationship with the client. An individual approach is very valuable. But with a certain number of clients, due to limited resources, it often becomes difficult to provide personalized service. This is where segmentation comes in - it helps find the middle ground between personalization and scalability. By finding a certain compromise, you can get strong relationships with clients and the opportunity for stable growth.

5.2 Please remember that the process of monitoring your relationships with clients, analyzing, testing hypotheses and implementing changes is a cyclical and continuous process. This helps keep your segments relevant on a regular basis.

6. How to measure and improve your segmentation strategy?

6.1 The segmentation process can be briefly described as follows: research, hypothesis formulation, hypothesis testing, monitoring, implementation of changes, research. This is a cyclical process of regularly generating and using experience. Based on the results of each cycle, segments and strategy are regularly updated.

6.2 There are a number of indicators and ways to measure your segmentation strategy. However, they all have the same premise: assessing the balance between the resources you put into client satisfaction and the client's perception of the value you provide. Find the middle ground between the optimal amount of resources and maximum client satisfaction.

Key points

1. Segmentation can help you understand where to go and how to do it.

2. Segmentation allows you to find and implement a personal approach (with the optimal amount of invested resources) to a large number of clients.

3. Segments are not immutable; they change as you move.

4. Segmentation is a fun, iterative, and ongoing research process. Rely on the data, formulate and test hypotheses, implement the findings.

Good luck!
Methodologist of Guidbase
Author
Guidbase
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