Marketing segmentation includes learning to speak to your customers differently than prospects. And play the long game, a game as to “how can I get this customer who’s really pissed off about something, to love the company and love me?” … I would figure out what they needed and what they were looking for. But that’s what you do all the time, not just on a phone call, but you need to do that as you’re interacting with your existing customers. That’s why an email today, if you have a big email list of buyers and prospects, for instance, if you’re not talking to them differently, you’re crazy.
But you have to go really deep with the people that have bought from you, and explain, if you can even talk about the products that they bought from you, which builds the brand and if they liked the brand, and they liked that product, you’re building reinforcement for the next product. And if you’re sending an email that you’re sending to a prospect who’s never bought from you to a three-time buyer of your products, it’s such a waste of potential equity that you’ve built up with that customer that’s happy. I think that’s one of the biggest mistakes people make is one size fits all creative to a list.