Different Communication Strategies for Different Customers

by Harris P.
(Daley, AZ)

I like how you have talked about how we should communicate differently with each of the types of customers related to each quadrant of the Boston Matrix (Cash Cows, Dogs, Stars, Question Mark). A lot of the time I see that people use a "cookie cutter" sales and marketing approach where their communication message is a one-size-fits-all kind of deal where they do not differentiate between different types of customer. As much as different products and services require different communication strategies, so do different kinds of customers and we should always try and understand customers from all aspects including emotional, situational and so forth.

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May 30, 2011
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by: Hussain

Thanks for the great post, Harris!

The key to sales and marketing is relating to people and I think one of the most important things to keep in mind is that you have to first seek to understand before being understood (which is one of the 7 habits of highly effective people, by the way!).

Understanding that people are different opens the door to having a receptive mindset where you seek to find out about each particular customer - or segement of customers - and then seek to communicate to them in their language.

Unfortunately, a lot of companies use a "cookie cutter" approach to sales and marketing where they simply blast out the same message to as many people as possible. Tailoring your message takes time and effort but pays off with big dividends.

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