Segmenting for success

We Marketers are well known for banging on about the importance of segmentation. That old (grammatically-questionable) adage, ‘Try to be everything to everyone, and you’ll end up being nothing to no-one’ gets a run in almost every client workshop we hold. Which might seem ironic from the outside looking in, because at face value, our own client book is pretty varied- from challenger-brand banks to mid-size engineering companies, pioneering leadership experts/authors, major energy retailers, and beyond. It’d be easy to assume we weren’t taking our own medicine in terms of narrowing down a target audience, right? Wrong!

In fact, we’re very specific about who we work with and why- because we believe that success is not just about what we do. It’s about who we do it with. To quote our old fave, Simon Sinek:

The goal is not to do business with everybody who needs what you have. It is to do business with people who believe what you believe.

Rather than focusing on industry, lifestage or turnover, our segmentation variables are largely attitudinal, behavioural and values-based. When the stars align with a prospective client on the way we view the world, and how we choose to approach it- we know we’ll work together cohesively and deliver maximum impact, faster. Chances are we’ll both really enjoy the process too! Yes, the commercials are important- but ensuring a fulfilling (as well as profitable) relationship for both parties is paramount. We’re willing to walk away (and have done) from situations where we don’t see eye to eye on the stuff that matters.

What are some of the things we look for in our ideal client? Glad you asked!

Ambitious Visionaries

Our preferred clients aren't content with mediocrity; they're the architects of their own destinies. They have a crystal-clear vision of where they're headed and are relentless in their pursuit. They're not afraid to dream big and are committed to doing the work to turn those dreams into reality.

Decisive Doers

In the fast-paced world of business, quick and informed decisions are crucial. Our ideal clients are adept at making timely choices, backed by sound judgement. To make those calls, they ask LOTS of questions- ensuring they understand context and consequences before they commit. Their decisiveness is a driving force behind their accomplishments, and it aligns seamlessly with our ethos of efficiency.

People Kind of People

Building strong, lasting relationships is at the heart of what we do. Our preferred clients value connections as much as we do. They understand that collaboration and teamwork are the cornerstones of success. They treat us not as an external service provider but as a trusted extension of their team, fostering a sense of unity that fuels our collective achievements.

Delightfully Direct

Honesty and directness are virtues we deeply admire. Our clients value open and transparent communication, ensuring that trust is the bedrock upon which our collaboration works. We both believe that trust is earned through sincerity and maintained in delivery when both parties welcome tough convos as needed and can productively challenge in aid of the best outcome.

Prepared to ‘Go Through It’

Our clients recognise that there are no shortcuts to lasting success. They understand that real, sustainable growth takes time and commitment. While they are enthusiastic about their goals, they don't fall for the allure of quick fixes. This patience resonates with our belief in delivering enduring results which always starts with great strategy- ‘cos knowing ‘why’ makes the ‘what’ work!

Before anyone rushes to write any of these attributes down as a secret recipe… a word of caution. If the above doesn’t sound like you… then it’s probably not going to work for your business. The key to all of this is identifying what truly makes your business and brand tick, so you know how to recognise your client ‘soulmates’.

And if it does sound like you (and you could use a hand getting your marketing strategy or team match-fit) well… maybe we’re meant to be. 😉

Drop us a line at hello@wingmaven.com. Everything begins with a conversation.