About the benefits of segmenting web studio clients

In this article I want to share our experience in customer segmentation. We turned this thing about two years ago, and I must say, not only made our lives easier, but also increased the efficiency of working with clients.

Each time when hiring and hiring new sales managers and project managers, I had to talk in great detail and about what clients are, about the features of working with a particular segment, etc. Since this information was not systematized, we often there were difficulties with its transfer and with how newcomers mastered it. It happened that new employees found themselves in situations that could have been avoided if the guys had mastered all the nuances of working with a particular type of customer well. And vice versa, sometimes they missed opportunities for more successful development of relations with a client, without using the right approach to this group of clients.

All this ultimately inspired us to segment our current customers. We analyzed our current customer base and classified all customers into 4 large groups and briefly described the tactics of working with each segment.

Customer classification

1. "Pros"


As a rule, experienced contractors who previously ordered the site and other services. Well versed in the market and professionally versed in Internet marketing. The contractor is very meticulously evaluated according to several parameters. Most often, they are representatives of medium and large businesses working as marketing communications specialists or heads of the advertising / marketing department. First of all, the following parameters are important for such clients: experience of similar work, quality, terms, and then prices (in the presence of the first 3 parameters). They agree on a contract for a long time, while they are ready to pay normally and rhythmically. Very sensitive to the quality of service. Demanding on terms, appreciate professional project support and consulting. Not always ready to place the contractor link on the site. Often seriously affect the contractor,

Tactics: very carefully delve into the essence of the needs of the client, especially carefully prepare the manual and all the documentation. Provide a very attentive attitude to the client during the work. Very quickly respond to all questions and requests. Get the maximum available information on the client. Very clearly and reasonably respond to customer objections. Bring experience with large customers. Go to key meetings with the team (director, head of technical department, etc.). Offer phased work with fixing the result. To instill reliability and solidity to client managers. Focus on the detailed design of the project.

2. "Nimble"


Aimed at the speed of work. As a rule, they quickly complete a transaction and pay quickly. They often already aim to work with a certain contractor, to whom there is a large credit of trust. Mostly shallowly versed in the topic. They interfere little with the work of the contractor. Often representatives of small and medium-sized businesses, in the status of directors or hands. directions. Sensitive to service and timing and speed of response to their requests.

Tactics: Clearly pronounce all stages of work, warn of mutual operational coordination. Respond quickly in the process. Give detailed advice. Try to get ahead of the customer by 1-2 steps forward. Try already at the stage of development of the site to sell extra. services (seo, contextual advertising, technical support).



Inexperienced entrepreneurs who are very sensitive to the cost of the project. Are at the stage of creating a business, or are already working, have not ordered a site before. When choosing a contractor, they experience excessive loyalty (apparently due to a lack of experience). Often give the contractor at the mercy of questions on design development and those. tasks. Strive for a chaotic and informal process of work. Poorly versed in services. Often they cannot clearly articulate their goals and objectives. Often strive for improvements after the coordination of design and programming. Inclined to stretch the project, long-term coordination of design and those. tasks. Logo design is often required.

Tactics:Offer inexpensive standard solutions, motivate ext. services, bonuses, etc. In detail instruct the client before starting work. Clearly organize the work process, intensively influence the client, speed up the work process. You can make easier sales add. services.

4. “Cautious”


As a rule, customers who have had negative experience with past contractors. Most often, representatives of small and rarely medium-sized businesses, at the level of directors and owners. Sensitive to prices and warranties. A high level of distrust of potential contractors. Long choose a contractor, often in doubt. The project is often delayed. Often they cannot clearly articulate goals and objectives. Low level of understanding of the service. Are conservative. It’s hard to sell other services.

Tactics:Inspire calm, work with objections, closely monitor customer reactions. Tell successful examples from an industry close to them. Clearly coordinate design, proto and TK. Inform in detail on all all stages of work. Provide detailed advice in plain language, avoiding professional terms. Clearly carry out work on time. Work ahead of the curve. When selling other services, do specials. conditions, individually approach the formation of the CP. More often communicate with the client when concluding a new transaction. Offer warranties.


Of course, most customers did not squeeze into such a tight segmentation framework; more often there were mixes from different segments. In this case, it was always possible to distinguish the predominant type. Over time, we began to distinguish sub-segments, for example, “novice-careful”, etc. Such finer segmentation allowed us to easily classify almost any client.

After we created this customer classification system, we conducted internal training for all employees who worked with customers and began to apply in everyday work. It has become easier for us to convey information and train new employees. Our sales specialists began to work better with the flow of incoming applications, filtering out "low-quality" potential customers.

Employees have become more flexible and thinner to work with different segments of customers, building a more competent sales tactics that builds on a clear understanding of the characteristics of the segment. The tactics of working with different segments has become more targeted, and ultimately, more effective.

Also popular now: