In my last article, I talked about how setting your sights on “small to medium-sized businesses” was casting your net too wide. That was the problem I faced when I took over our telemarketing department in 2007. I had tons of leads to call, so at the start of a canvass, my team would simply start at the beginning and call through the list. By the end of the calling canvass, sometimes the lists would be completely called through and sometimes not.
This meant many businesses received only two or three calls at most. If the first two went to voice mail and the third was unanswered, then we never even came close to reaching a decision-maker. Once I identified that problem, the next obvious question was, how much time and how many calls should we invest attempting to reach any one particular business?
Here’s how segmenting your market can address that question.