Market Segmentation: GMP Method
Master the GMP/ABC method to segment your client portfolio and prioritize your commercial actions.
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Why segment your market with the GMP method?
Treating all your clients the same way means wasting your sales resources. The GMP method allows you to focus your efforts where they generate the most value.
Prioritize high-potential clients
Classify your clients into GOLD, SILVER and BRONZE segments based on their current value and development potential. Focus your best salespeople on the most profitable opportunities.
Adapt your commercial approach
Define differentiated strategies for each segment: contact frequency, service level, personalized offers. Optimize the ROI of each commercial action.
Allocate your resources efficiently
Distribute your time and marketing budget based on each segment's value. Automate interactions with low-potential segments to focus on the others.
Learning Objectives
At the end of this training, you will be able to:
- Understand and apply the GMP/ABC segmentation method
- Define relevant segmentation criteria for your business
- Classify and visualize your client segments (GOLD, SILVER, BRONZE)
- Adapt your commercial offer to each segment
- Produce operational deliverables for your team
Target Audience
This training is for: Sales Directors, Marketing Managers, Commercial Managers
Program
Before the Training
- Gather client data (revenue, frequency, purchase type)
- Watch a capsule on the GMP/ABC method
During the Training
Discovering the GMP/ABC method
- Understand the objectives and benefits of GMP segmentation
- Analyze concrete application cases
- Identify possible uses according to your own context
Selecting segmentation criteria
- Determine relevant criteria: volume, potential, behavior, ROI
- Apply scoring on real or simulated data
- Use the segmentation grid to objectify choices
Classifying and visualizing segments
- Group clients into GOLD / SILVER / BRONZE segments
- Visualize distributions using the KESTIO portfolio canvas
- Identify short-term priority opportunities
Adjusting the commercial offer by segment
- Formulate specific value propositions for each type
- Adapt marketing and sales levers
- Define service levels by segment
Producing operational deliverables
- Create segment sheets and adapted pitches
- Integrate segmented data into the sales tool
- Define commercial and marketing resource allocation
Teaching Methods
- Theoretical and methodological contributions
- Practical exercises on your client data
- Building your GMP segmentation
- Personalized feedback from the trainer
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Frequently Asked Questions
What is the GMP/ABC method?
The GMP (Gold, Money, Potential) or ABC method segments your client portfolio by current value and potential. GOLD clients are your best clients, SILVER have development potential, and BRONZE require a differentiated approach.
Who is this training for?
This training is designed for sales directors, marketing managers and commercial managers who want to optimize the allocation of their sales resources based on each client segment's value.
How to define segmentation criteria?
Main criteria include current revenue, development potential, purchase frequency, behavior and ROI. The training teaches you to weight and score these criteria for your context.
How does the practical implementation work?
80% of the training is devoted to practice. You will work on your own client data to build your segmentation, visualize your segments and define commercial actions suited to each category.
Is this training eligible for OPCO funding?
Yes, KESTIO is Qualiopi certified. This quality certification enables funding of our training programs by OPCO. Contact us to get a personalized quote and coverage terms.
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Hours: Monday - Friday, 9am - 6pm (CET)