daniel chigunwe
Clemence Mutembo
I get so much surprised by many people that do ineffective and futile actions, by wasting energies on the wrong people!
Let me give you a simple example; let us say you want to sell a suit for men, in my view, going with that suit to the house of a woman whose husband recently passed on would not be good marketing.
She will likely not buy that suit because you are reminding her of her husband who passed on. This example I have given looks very simple but so many people act like that.
They take a good product to the wrong people! If you take a good product to the wrong people, you are wasting your precious time! You will get frustrated when you do not get results from those people.
This is why in marketing we have the concept of segmentation, targeting and positioning popularly abbreviated STP.
The question you need to keep asking yourself is: are these people the best for this product and do they have the capacity to pay?
It is very unwise to keep trying to sell products to people who are not well suited in terms of timing and financial capacity.
It is also important to understand that not everyone on a WhatsApp group is your customer! Doing business and yet not fully understand the needs, requirements and characteristics of the target market is a sure recipe to wastage of marketing and business resources.
Markets differ and it’s important for anyone serious about business to know that there are differences in markets, differences that warrant attention from the marketers.
Ignoring these differences could mean you deploy a wrong marketing mix to those people! You already know that a wrong marketing mix spells disaster to products, businesses and organisations.
Marketing mix is a fluid concept that should be fully understood by anyone seeking to make a meaningful impact in the world of commerce.
Markets are supposed to be broken down into distinct, smaller and homogeneous groupings that have similar characteristics. There are a number of bases for segmentation of markets. The most common ones are: geographic, demographic, psychographic and behavioural.
When you know the characteristics of a certain type of people, you are surely better placed to configure and deliver value that matches the specific requirements of those people.
Certain products have to be presented in a certain way if they are to appeal to certain markets. I have seen someone selling fresh meat from a dirty bag in the streets of Harare!
Some people will not buy that type of meat though you may have some people buying it.
Clemence Mutembo is a high-impact customer experience, sales and brand-building coach. Clemence is in high demand as a trainer and has done over 500 presentations to small, medium and large organisations. You can connect with him on :0778 994 994
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