No two customers are alike. Even if they look exactly the same, each customer has a unique set of needs, relationships, schedule, existing assets, and pocketbooks. To not segment these customers into different groups with different needs will result in lost sales, wasted time, and wasted marketing budgets.
Take a good, long look at your customers and ask yourself how their individual needs are or aren’t being met. The time you spend will save you tens or hundreds of potentially wasted hours in the future.