We’re all committed to working smarter these days. We’re busy cutting expenses, trimming the fat, and streamlining processes whenever possible. But there’s one wasteful habit we’re loathe to give up. Many of us still want to sell to “everyone.”
These days, most entrepreneurs are thrilled to sell their wares to anyone who wants to buy them…and that’s fine. However, when you try to include “everyone” in your marketing message, you may actually end up reaching no one.
When you broaden your message too much, you risk watering it down to the point where it no longer resonates with your best prospects. That’s symptomatic of a lack of focus, a dangerous flaw to have, especially now.
Furthermore, small businesses simple don’t have the time, resources, or staff to chase every demographic. The reality is, you can’t sell to everyone. Nor should you want to.
Yet many companies continue to take a scattershot approach to marketing and sales, thinking they’re more likely to score a hit. The truth is, if you want to hit the bulls eye, aim with a rifle, never a shotgun.
How do you do this? Start by determining who your best customer is, by reviewing your current customer base. Identify your “A” list customers, along with what makes them valuable. Describe them in as much detail as possible. What common attributes do they share…is it age, gender, or annual income?
If you’re a B-to-B operation, you can use the same kind of process. Do you value large firms or small ones? Companies in certain industries or areas? Keep thinking until you arrive with a detailed description of your target B-to-B prospect.
Next question: what draws them to your products or services? What needs do you fill? How do you fill them better than your competition, and how can you improve on it?
By the time you complete this exercise, you should not only know who your target market is, but what message you should be marketing to it.
Targeting customers is yet one more way you can cut, trim, and streamline your business. It will save you money, time, and aggravation. Best of all, it will also position you for future growth.
P.S. Need help defining your customer? Email me at ray@propres.com for a free copy of my “Target Your Market” brainstorming worksheet.
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