2. Customer Segments TheDialogue Track
3. Customer Segments
TheDialogue Track An Obvious Example
DialogueTrack Recipient Can you match the talk track withthe appropriate recipient ? 4. Customer Segments
The Dialogue Track An Obvious Example
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.
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
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
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
11. Customer Segments High Pet Rock Buyers Pet RockStrategies/ Dialogue Tracks
12. Customer Segments High Chia Pet Buyers Chia PetStrategies/ Dialogue Tracks
13. High Pet Rock Buyers Probes
Customer Segments 14. FINAL THOUGHTS 15. Final Thoughts
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
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