- What are the specific goals we are trying to achieve?
- Who are the buyer personas we are talking too?
- What do our customers care most about?
- Are we segmenting properly?
Segmenting is highly critical. Your sales team must avoid treating clients like prospects, and prospects like clients. Your clients and prospects will have vastly different concerns.
Additionally, when segmenting, you should check that your buyer personas are being communicated with different leads— if your company has two different buyer personas be sure you are providing resources specific to that persona.
The CFO is going to care about different issues than the CIO, and the CIO is going to care about different issues than the head of sales. You must be able to segment, to educate and build trust effectively for cross-selling and upselling.
The Bottom Line
What businesses are not hitting it out of the park, they are usually neglecting customer marketing—marketing that is specific to existing clients.
Use product marketing, marketing materials, and have an entire funnel specific to your products and services.
You must get the utilization going and up on your base product. Your business will not be able to successfully upsell if clients are not using what they have already purchased from you.
How does your sales team improve product penetration? Let us know in the Comments below.
If you are interested in learning more about how your sales team can improve penetration through segmentation, download a copy of the eBook “How South Florida Sales Directors Develop Scalable, Predictable Revenue Growth.”