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| Segmentation Study & Sales Targeting Plan
Situation:
- Client was a niche player in a multi-billion industry sector whose success depending upon having its salespeople make the most of their time
- Despite this, no formal research or information existed to clearly define where exactly salespeople should be focusing their efforts
- Instead, sales targeting was more informal, and left to the discretion and beliefs of local Sales Managers
B&A’s Solution:
- Design and execute a formal customer attractive and market segmentation study for the purpose of developing highly actionable targets for future sales activity
- This included developing an multi-variable, algorithm-based customer attractiveness model in cooperation with the organization’s management team
- The project resulted in the development of a highly actionable geo-demographic based targeting system that could be used in all future sales and marketing activities
Result:
- The client developed a formal sales training program around the results of the project to ensure all individuals were clear on how to optimize their time – in other words, where to focus their selling efforts to achieve the best results
- This lead to a reduction in the cost per acquired customer, a higher sales close ratio and an overall improvement in the return on the monies invested in sales and marketing
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