Practical advice for business
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Segment your customers

Only a percentage of the general population will buy your products or use your services, so the more accurately you can focus on them, the less your efforts will be wasted. It is a good idea not to aim too widely with your targets, to avoid spreading your resources too thinly.

This guide aims to explain the basics of how to sort your customers into groups. It can help you understand what your customers really want and what you can offer them. It also explains how grouping your customers into market segments can be a good foundation for winning and keeping profitable customers.

Subjects covered in this guide

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Sales and marketing

Keeping your customers


Segment your customers


Current section



Benefits of segmentation


Customer management


Approaches to segmentation


Niche markets