Consumer Segmentation Focuses Sales Team
| Service | Brand Management & Product Marketing |
| Industry | Waste & Recycling |
| Company | A national waste and recycling broker |
| Situation | A 20-year veteran of the industry and serial entrepreneur conceived a revenue sharing business model and formed a new company to help businesses minimize their waste bill and maximize their marketing spend. |
| Goal | The goal was twofold. First, analyze prospective customer segments and prioritize based on likelihood to purchase. Second, improve and streamline their initial pitch presentation. |
| Approach | A competitive analysis and an industry analysis were completed and overlaid on the client’s business model. It became clear that the key customer segment for this start-up company was mid-size, national, multi-location businesses, especially those that had not yet centralized their waste and recycling purchasing.
The client had a good pitch draft to use in the initial prospect meeting. The draft was made better by adding process visuals to simplify understanding of the information and by editing the presentation to its cleanest and simplest form. |
| Results | Prioritizing the customer segment dramatically focused the sales team efforts and eased the pressure to “be everything to everybody.” The new sales pitch resulted in 85% of prospects agreeing to provide information and accept a formal proposal. |