Selling To A Segmented Market

This is a practical how-to guide to what marketers need to know about defining, segmenting and targeting business markets: assessing customer needs; gauging the competition; designing winning strategies; and maximising corporate resources.

Whether you own a business, help manage one, or work in sales and marketing, you'll achieve more when you focus on how you sell instead of what you sell. Michael Saraf, a sales and marketing professional with more than twenty years of experience helping individuals and organizations succeed, walks you through a different approach to win more business from customers. Learn how to: - build a sales and marketing program that speaks to your target audience; - take advantage of open doors left behind by competitors; - boost "mind share" in order to get more market share; - deliver value repeatedly by focusing on the little things. You'll also come to understand the most important element that keeps underperforming companies from becoming good and good companies from becoming great-and that's service. When you treat service as the umbrella over everything, including the product, you'll develop stronger relationships with customers and get to the promised land of customer loyalty.

Get from Idea to Product/Market Fit in B2B. The world has changed. Nowadays, there are more companies building B2B products than there’s ever been. Products are entering organizations top-down, middle-out, and bottom-up. Teams and managers control their budgets. Buyers have become savvier and more impatient. The case for the value of new innovations no longer needs to be made. Technology products get hired, and fired faster than ever before. The challenges have moved from building and validating products to gaining adoption in increasingly crowded and fragmented markets. This, requires a new playbook. The second edition of Lean B2B is the result of years of research into B2B entrepreneurship. It builds off the unique Lean B2B Methodology, which has already helped thousands of entrepreneurs and innovators around the world build successful businesses. In this new edition, you’ll learn: - Why companies seek out new products, and why they agree to buy from unproven vendors like startups - How to find early adopters, establish your credibility, and convince business stakeholders to work with you - What type of opportunities can increase the likelihood of building a product that finds adoption in businesses - How to learn from stakeholders, identify a great opportunity, and create a compelling value proposition - How to get initial validation, create a minimum viable product, and iterate until you're able to find product/market fit This second edition of Lean B2B will show you how to build the products that businesses need, want, buy, and adopt.