Why do customers feel like we are treating them all the same? Because, for the most part, we are.

Think about it. Our product is pretty much one size fits all. There is little distinction in what we offer.

Our marketing messages and lists are not segmented very well. We pretty much say the same or similar things to most customers.

Our sales process and sales messages aren’t that refined.

Now, this is not universally true. Some companies have figured out how to treat different customers differently. At a minimum, they create personas to differentiate the product, marketing and sales approach.

As a customer, this works. We all know it. We all know when a company goes out of the way to meet my goals and needs.