The Implementation Process of Segmentation in Sales Management

Abstract

This paper presents and then applies a model for the implementation of segmentation in sales management. The theoretical foundations for using segmentation in sales management are discussed. A process model is presented and its eight stages are described: enter, agree focus, identify segments, validate segments, select targets, develop strategy, implement and track. The model is then applied to a company using a commercial data base to identify strategic segments and to target individual customers. Particular problems with the implementation in sales management are identified and discussed.