1. Customer Segments

2. Customer Segments TheDialogue Track

Each customer segment has a different set of interests (preferences, behaviours, and beliefs)

Each customer segment requires a different approach with regard to goal-setting and strategies

TheDialogue Tracksignifies the key communication points and probes you should be using to help you:

• Better align with your customer

• Help you achieve your goals

3. Customer Segments

George Bush

Angelina Jolie

Paris Hilton

Al Gore

Bill Gates

TheDialogue Track An Obvious Example

Environment

Terrorism

Refugee Aid

Technology

Where the next party is

DialogueTrack Recipient Can you match the talk track withthe appropriate recipient ? 4. Customer Segments

George Bush

Angelina Jolie

Paris Hilton

Al Gore

Bill Gates

The Dialogue Track An Obvious Example

Environment

Terrorism

Refugee Aid

Technology

Where the next party is

Dialogue Track Recipient To develop effectivedialoguetracks, you must direct the conversationtowards the recipientsinterests 5. Customer Segments TheDialogue Track A Business Example: Coca Cola and Diet Coke What do you do or talkabout to drive the business? Segment 1:The Coca Cola Drinker Segment 2:The Diet Coke Drinker 6.

First, identify your goals

For each segment, they are the same:

Customer Segments TheDialogue Track A Business Example: Coca Cola and Diet Coke Goal 1 Increase consumptionof preferred drink Goal 2 Drive trial of differentformulation 7. Customer Segments TheDialogue Track A Business Example: Coca Cola and Diet Coke

Next, identify your probes and strategies ordialoguetracks for goal 1

In some cases, there is overlap between segments

Goal 1: Increase consumption of preferred drink Have you considered it for other delicious uses? Use it for different reasons: popsicles, slushees, cocktails Is it all about the calories? Drink all you want. No worries about calories (0+0+0=0) Tastes great/keeps you going throughout the day Have a different container mix at all times for different purposes: the two litre, one litre, fridge pack, classic bottles, cans, small bottles, medium bottles Have a stash at home, in the car, at work Drink it morning, noon, and night Strategies/ DialogueTracks What do you like about coca cola? Do you buy it in bulk? Do you prefer bottles or cans? Do you find the cans too small? Are the bottles not big enough?Do you have it available to you when you want it?When do you drink it? Probes 8. Customer Segments TheDialogue Track A Business Example: Coca Cola and Diet Coke Goal 2: Trial Other Formulations

Then, identify your probes and strategies or dialogue tracks for goal 2

In some cases, there is overlap between segments

Outline all the possible needs for each that arerealistic What other flavors have you tried? Try different flavors: lime, lemon, cherry vanilla Have you heard about coca cola zero? If you like the taste of coca cola, you may want to try coca cola zero if your trying to watch the calories You should keep diet coke around for guests You should keep coca cola around for guests Enjoy health benefits with Diet Coke Plus calorie-free with vitamins and mineralsTry different diet flavors: lemon, lime, cherry vanilla Strategies/ DialogueTracks Do you have friends who drink diet coke? Do you have friends who drink coca cola? Have you heard about Diet Coke Plus? What other diet flavors have you tried? Probes 9. LETS LOOK AT SOME EXAMPLES 10. Customer Segments High Pet Rock Buyers Goals

Pet Rock

Maintain existing Pet Rock business

Increase utilization of Pet Rock

Announce and drive usage of Pet Rock creative design

Chia Pet

Establish dialogue about Personalized Chia Pets)

Gain commitment to order Chia Pet

11. Customer Segments High Pet Rock Buyers Pet RockStrategies/ Dialogue Tracks

Confirm buyers of Pet Rock

Drive customer articulation regarding what they like about the Pet Rock

Probe about current usage of Pet Rock by customers with regard to commercial marketing

Communicate personalized Pet Rock and other core benefit messages

Gain commitment to have customer 1) continue to buy Pet Rock and 2) trial buy one get one free Pet Rock campaign

Inform customers that you will follow up with new features to the Pet Rock

12. Customer Segments High Chia Pet Buyers Chia PetStrategies/ Dialogue Tracks

Probe about current customers of the Chia Pet with regard to local wholesalers, Walmart, other distributor outlets

Communicate Key Messages:

• Non-gardeners: Engaging/Fun applications with the Chia Pet and importance of learning about nature as an educational tool

• Gardeners: Creative & fun approaches to gardening

Gain commitment to have customer order bulk volume of Chia Pet

Inform customer that there will be a rebate option for certain number ordered and favorable bulk pricing

13. High Pet Rock Buyers Probes

Pet Rock and Chia Pet

As a wholesale account what is the current usage of the Pet Rock inventory? What sizes are they ordering more?

Do you have customers returning any? What are their concerns? How are you managing customers who do not wish to keep their Pet Rocks?

How are you ordering Pet Rocks currently? What type of customers are buying them?

What do you like and dislike about the Pet Rock?

Have you heard about the various colors of the Pet Rock?

Will you consider ordering a bulk of Pet Rocks for your gardening customers?

Chia Pet

As a wholesale account what is the current usage ofChia Pet inventory? What selections are your customers ordering?

Will you consider buying bulk Chia Pets for your gardening section?

Customer Segments 14. FINAL THOUGHTS 15. Final Thoughts

Probe

Learn about your customer!

The better you understand your customer, the more thoughtful and targeteddialoguetrackyou have in reaching the goal

Offer

For all customers, ask them what you can do to help and how you can provide the best value to them

Prove

Follow up on your previous conversations

Say what you do and do what you say

Close

Askappropriatelyfor the business

Customer Segments 16. AH 2 & Beyond Consulting ~Strategic Business Planning~ ~Marketing Excellence~ ~Commercial Operations~ ~Training Development~ ~Tailored Workshops~ ~Keynote Inspirational Speaker~ Contact Us Today! 267.221.8529 [email_address] www.ah2andbeyond.com