Selecting key target segments with a laser-like focus is essential for sales and marketing success. Many organizations are reluctant to select a core target, fearing that excluding certain segments will result in loss of volume. This thinking is completely contrary to reality. In attempting to appeal to everyone, the message, offering and deliverables become diluted. Companies that try to be all, things to all people often do not stand for any one thing strongly enough, resulting in murky marketing and poorly positioned offering.
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