The benefits of web studio client segmentation
In this material I want to share our experience in customer segmentation. We cranked this thing about two years ago, and I must say, not only made our lives easier, but also increased the efficiency of working with clients.
Every time when hiring new sales managers and project managers, we had to tell a lot about what customers are, about the features of working with a particular segment, etc. Since this information was not systematized, we often there were difficulties with its transfer and how its newcomers mastered it. It happened that new employees found themselves in situations that could have been avoided if the guys had mastered all the nuances of working with this or that type of customers. And on the contrary, sometimes they missed the possibilities of more successful development of relations with a client without using the correct approach to this group of clients.
All this ultimately led us to the segmentation of our current customers. We analyzed our current customer base and classified all customers into 4 large groups and briefly described the tactics of working with each segment.
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1. "Profi"
As a rule, experienced contractors who have previously ordered the site and other services. Well versed in the market and professionally versed in internet marketing. Very scrupulously evaluate the contractor for several parameters. Most often - representatives of medium and large businesses working as marketing communications specialists or heads of advertising / marketing department. First of all, the following parameters are important for such clients: experience of similar work, quality, time, and then prices (with the first 3 parameters). They agree on a contract for a long time, while they are ready to pay normally and rhythmically. Very sensitive to the quality of service. Demanding to terms, appreciate professional project support and consulting. Not always ready to place a contractor link on the site. Often seriously affect the contractor, make non-standard wishes, connect additional resources (for example, its IT specialists, partners)
Tactics: very carefully delve into the essence of the client's needs, especially carefully prepare the manual and all documentation. Provide a very attentive attitude to the client in the process. Very quick to respond to all questions and requests. Get the maximum available information on the client. Very clearly and convincingly respond to customer objections. Bring experience with large customers. To go to key meetings with the team (director, head of technical department, etc.). Offer phased work with fixing the result. Instill the reliability and reliability of client managers. To focus on the detailed design of the project.
2. "Smart"
Aim at the speed of work. As a rule, they make a deal quickly and pay quickly. Often, they are already focused on working with a specific contractor, to whom there is a big credit of trust. Mostly shallow understanding of the topic. Few interfere with the work of the contractor. Often, representatives of small and medium-sized businesses, in the status of directors or hands. directions. Sensitive to the service and the timing of work and speed of response to their requests.
Tactic: Clearly pronounce all stages of work, warn about mutual operational agreement. Respond quickly in the process. Give detailed advice. Try to be ahead of the client by 1-2 steps forward. Try to already at the stage of developing the site to sell additional. services (seo, contextual advertising, tech support).
"Newbie"
Inexperienced entrepreneurs who are very sensitive to the cost of the project. Are at the stage of creating a business, or are already working, have not previously ordered the site. When choosing a contractor experiencing excessive loyalty (apparently due to lack of experience). Often give the contractor at the mercy of questions on the development of design and those. tasks. Strive for a chaotic and informal process of work. Poorly versed in services. Often can not clearly articulate their goals and objectives. Often seek improvements after the coordination of design and programming. Prone to stretch the project, a long coordination of design and those. tasks. Often, logo design is required.
Tactics: To offer low-cost typical solutions, to motivate add. services, bonuses, etc. Instruct the client in detail before starting work. Clearly organize the work process, intensively influence the client, speed up the work process. You can make easier sales add. services.
4. “Cautious”
As a rule, customers who have had negative experience with past contractors. Most often, representatives of small and less often medium-sized businesses, at the level of directors and owners. Sensitive to prices and warranties. A high level of distrust towards potential contractors. Long choose a contractor, often in doubt. The project is often delayed. Often can not clearly articulate goals and objectives. Low level of understanding of the service. Conservative. It's hard to sell other services.
Tactic: Instill calm, work with objections, carefully monitor the reaction of the client. Tell successful examples from the industry close to them. Clearly coordinate design, proto and TK. Detailed information on all stages of work. Give detailed advice in simple language, avoiding professional terms. Accurately perform work in an agreed time frame Work ahead of schedule. When selling other services to do specials. conditions, an individual approach to the formation of KP. Communicate more with the client when making a new deal. Offer warranty.
Total
Of course, the majority of clients did not squeeze into such a rigid segmentation framework, more often there were mixes from different segments. In this case, it was always possible to distinguish the predominant type. Over time, we began to allocate subsegments, for example, “beginner-cautious,” etc. This more subtle segmentation allowed us to easily classify almost any client.
After we created this client classification system, we conducted internal training for all employees who worked with clients and began to use them in their daily work. It has become easier for us to betray information and train new employees. Our sales team began to work better with the flow of incoming requests, eliminating "low-quality" potential customers.
Employees have become more flexible and thinner to work with different customer segments, building a more competent sales tactic, which is based on a clear understanding of the characteristics of the segment. The tactics of working with different segments has become more targeted, and ultimately, more effective.
Every time when hiring new sales managers and project managers, we had to tell a lot about what customers are, about the features of working with a particular segment, etc. Since this information was not systematized, we often there were difficulties with its transfer and how its newcomers mastered it. It happened that new employees found themselves in situations that could have been avoided if the guys had mastered all the nuances of working with this or that type of customers. And on the contrary, sometimes they missed the possibilities of more successful development of relations with a client without using the correct approach to this group of clients.
All this ultimately led us to the segmentation of our current customers. We analyzed our current customer base and classified all customers into 4 large groups and briefly described the tactics of working with each segment.
Customer classification
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1. "Profi"
As a rule, experienced contractors who have previously ordered the site and other services. Well versed in the market and professionally versed in internet marketing. Very scrupulously evaluate the contractor for several parameters. Most often - representatives of medium and large businesses working as marketing communications specialists or heads of advertising / marketing department. First of all, the following parameters are important for such clients: experience of similar work, quality, time, and then prices (with the first 3 parameters). They agree on a contract for a long time, while they are ready to pay normally and rhythmically. Very sensitive to the quality of service. Demanding to terms, appreciate professional project support and consulting. Not always ready to place a contractor link on the site. Often seriously affect the contractor, make non-standard wishes, connect additional resources (for example, its IT specialists, partners)
Tactics: very carefully delve into the essence of the client's needs, especially carefully prepare the manual and all documentation. Provide a very attentive attitude to the client in the process. Very quick to respond to all questions and requests. Get the maximum available information on the client. Very clearly and convincingly respond to customer objections. Bring experience with large customers. To go to key meetings with the team (director, head of technical department, etc.). Offer phased work with fixing the result. Instill the reliability and reliability of client managers. To focus on the detailed design of the project.
2. "Smart"
Aim at the speed of work. As a rule, they make a deal quickly and pay quickly. Often, they are already focused on working with a specific contractor, to whom there is a big credit of trust. Mostly shallow understanding of the topic. Few interfere with the work of the contractor. Often, representatives of small and medium-sized businesses, in the status of directors or hands. directions. Sensitive to the service and the timing of work and speed of response to their requests.
Tactic: Clearly pronounce all stages of work, warn about mutual operational agreement. Respond quickly in the process. Give detailed advice. Try to be ahead of the client by 1-2 steps forward. Try to already at the stage of developing the site to sell additional. services (seo, contextual advertising, tech support).
"Newbie"
Inexperienced entrepreneurs who are very sensitive to the cost of the project. Are at the stage of creating a business, or are already working, have not previously ordered the site. When choosing a contractor experiencing excessive loyalty (apparently due to lack of experience). Often give the contractor at the mercy of questions on the development of design and those. tasks. Strive for a chaotic and informal process of work. Poorly versed in services. Often can not clearly articulate their goals and objectives. Often seek improvements after the coordination of design and programming. Prone to stretch the project, a long coordination of design and those. tasks. Often, logo design is required.
Tactics: To offer low-cost typical solutions, to motivate add. services, bonuses, etc. Instruct the client in detail before starting work. Clearly organize the work process, intensively influence the client, speed up the work process. You can make easier sales add. services.
4. “Cautious”
As a rule, customers who have had negative experience with past contractors. Most often, representatives of small and less often medium-sized businesses, at the level of directors and owners. Sensitive to prices and warranties. A high level of distrust towards potential contractors. Long choose a contractor, often in doubt. The project is often delayed. Often can not clearly articulate goals and objectives. Low level of understanding of the service. Conservative. It's hard to sell other services.
Tactic: Instill calm, work with objections, carefully monitor the reaction of the client. Tell successful examples from the industry close to them. Clearly coordinate design, proto and TK. Detailed information on all stages of work. Give detailed advice in simple language, avoiding professional terms. Accurately perform work in an agreed time frame Work ahead of schedule. When selling other services to do specials. conditions, an individual approach to the formation of KP. Communicate more with the client when making a new deal. Offer warranty.
Total
Of course, the majority of clients did not squeeze into such a rigid segmentation framework, more often there were mixes from different segments. In this case, it was always possible to distinguish the predominant type. Over time, we began to allocate subsegments, for example, “beginner-cautious,” etc. This more subtle segmentation allowed us to easily classify almost any client.
After we created this client classification system, we conducted internal training for all employees who worked with clients and began to use them in their daily work. It has become easier for us to betray information and train new employees. Our sales team began to work better with the flow of incoming requests, eliminating "low-quality" potential customers.
Employees have become more flexible and thinner to work with different customer segments, building a more competent sales tactic, which is based on a clear understanding of the characteristics of the segment. The tactics of working with different segments has become more targeted, and ultimately, more effective.
Source: https://habr.com/ru/post/198888/
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