Customer segmentation has long been a standard in other industries. For example, there are countless examples of manufacturers slapping a different label on an automobile and marketing it to a dissimilar demographic either based on a difference in price, image, or even branding. Applying this same philosophy to the masonry contractor can benefit customer retention and profitability. Customer segmentation is simply a process by which you organize your customers regarding their needs and your services. The allows a company to select, prioritize, define, and deliver tailored value propositions for customer segments, and develop and manage effective channels for serving these customers. Follow this advice and watch your profits grow.
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