Geographic and demographic segmentation determines if members of market groups are found in sufficient numbers within your operating area. (Some firms restrict their activities to certain geographic regions or defined communities.)
Accessibility is the extent to which groups can be cost-effectively approached using available media and methods. Also a factor are behavioristic variables, such as group attitudes about marketing and technology, which can determine how the members should be contacted and their likely response to being asked for referrals and introductions.
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