One dictionary definition describes segmenting as “To divide into separate parts or sections,” exemplified by market division into distinct categories.
When developing a business with multiple products or services, each offering deserves focused marketing attention. Three specialized marketing approaches illustrate this principle in business brokerage:
“When It’s Time to Sell Your Business” targets business owners contemplating a sale, addressing their specific concern of finding qualified assistance.
“Careers for Sale” focuses on individuals seeking career changes through purchasing established businesses—a distinctly different audience from sellers.
“The Next Step” addresses business professionals considering growth through acquisition, seeking to expand their core operations via strategic purchases.
The author emphasizes that “one name to flash your products” won’t achieve complete success across all audiences. Like a doughnut shop better serving customers by highlighting chocolate, glazed, or sugar varieties, businesses benefit from segmentation.
Each group requires tailored messaging and communication strategies.
