Customer Selection: strategy as choice

Selection, Not Tunnel Vision
Social media reinforces what B2B marketers have long known.
Targeted communications to select customers can create an
on-going dialogue, grow into deeper conversation, create bonds between
customer and dealer and company, and affect a conversation to loyalty.

It has been our experience that, by looking at proper customer
selection, effective data-based, loyalty-focused, business-to-business
marketers escape the kind of tunnel vision that results in
traditional mass-media attempts to send one watered-down
message to an entire, undifferentiated universe. Instead, they find
that they are able to invest more budget in highly targeted
communications to the segments most likely to become loyal
customers.
These companies have the tools to become more active relationship
managers with both dealers and end-users. They educate their
organizations about the needs of individual segments, continually
enhance the delivery of products and services, develop targeted
offers more likely to draw a response, and better allocate resources
in the design of sales territories.
And, since they’re talking to each customer’s specific concerns, a
dialog is established; relationships are formed; satisfaction, growth
and profits follow; and, with them employee performance and
morale are increased — reinforcing the feedback loop that leads to
a sustainable competitive advantage.