Know the Needs of Your Market Segment

Technology is one of the fastest-changing markets out there. What your customers wanted two years ago is not what they want today. It’s vitally important to keep your finger on the pulse of the needs, wants and concerns of your market segment.

Whether you offer a luxury product to a select few clients, or provide a convenient service for the average Joe, your sales material and presentations need to reflect this. The CEO of a multi-national firm needs to be approached differently than a college freshman.

Your sales material should anticipate the needs of your market segment. Answer their questions before they even have a chance to think of them! But to do this, you need to be up-to-date on current market trends.

Although you can predict, to some extent, what your customers are going to want based on broad trend reports and industry buzz, the best source of information is your customers themselves. Are you making good use of surveys, quizzes, and the statistical data you have on your market segment? Is your sales force listening to customer concerns as they come up? No matter who you’re marketing to, everyone wants to feel like the companies they work with change based on their feedback.

The better you know your market segment, the better you can serve them.

-AJ

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