Chapter | Two
Formal Book Segmentation
Segmenting is the crucial first step in the strategic marketing process. All customers are not the same. . . .—Joanne Scheff Bernstein
This chapter outlines how you can conduct a detailed assessment of your book and your clients so that you will know who contributes to your profitability and who does not and what strategies you can implement to improve that profitability. We describe exactly how to formally segment your book, analyze the results, and develop a structured client contact plan.
Why Analyze Your Book of Business?
Businesses do not grow by happenstance. You need a plan to grow it. However, before that growth plan can be put in place, you must understand your current book of business in detail. ...
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