Red-Hot Cold Call Selling: Prospecting Techniques That Pay Off

Segmenting Your Target Market

Once you have defined your target market, the next step is to segment your market into three categories: high-priority accounts, moderate-priority accounts, and low-priority accounts. The goal is to further refine your target market so that you place the greatest emphasis on those prospects who are most likely to buy the largest quantities of your product or service. This will, of course, result in maximizing your return on investment.

Your priorities should again be based on the demographic and geographic factors selected previously. For example, our target market could be stratified as follows:

• High-priority accounts: Any account with more than 250 employees within 50 miles of our office.

• Moderate-priority accounts ...