| The first segment is consumers. This group represents people who are consumingproducts and purchasing services. For most companies this is also the bucketthey drop non-sponsoring or non-selling people into. Some may go so far as tocast this group off as inactive, and therefore spend little time or strategyon this group. Generally the consumer segment represents 75% to 85% of the entireorganization in terms of number of people. That can be a tremendous number andrepresents a huge potential revenue stream from sales and more importantly acaptive audience of potential trainees. On average a consumer is worth roughly $276 dollars per year to a company. In order to arrive at that number, the following assumptions are made: a consumer places an average order of $40 a month and assumes an attrition rate of 65 percent by the end of the first year. There is opportunity with this group in sustaining the activity of a consumer and in up selling or cross selling. What if the average order could be increased $10, or attrition rate reduced to 60%? Because of the size of this group, small increases yield tremendous revenue for the company and commission earnings for the sponsors. Do you really know who these people are, and more importantly can you identify them? Do you know what is important to 80% of the company, what they want and need?Or are you sending them the wrong marketing message to sell or get out? |
