Who are my Target Customers?
No matter what line of business you’re in, every selling or marketing programme needs to determine what the precise ideal target customers are for that specific product or service. A well defined plan may also have more that one ideal target customer type, and even more than one category under which the business can be conducted.
Ferreting out additional target groups and establishing a broader base of categories (for the targeted products or services), will help you to immediately focus on two things:
1. The initial search you need to undertake, and
2. The on-going research you will need to do.
Then once you know the direction(s) you want this initial phase (or perhaps the next phase) of you business to take, you should begin at once. If however, you decide to delay the start, don’t be concerned, you can’t get bogged down with too much preparation – not in the preparatory stages. But be sure, this additional work doesn’t sidetrack you from what you should be doing, and that’s to write a profit at every stage of your business.
Why Should They Buy From Me?
By now, you should have already have established a clearly defined series of reasons, product benefits, service factors and the like for your product or service early in the piece.
However, it won’t hurt to ask a those same questions, or even a series of similar questions, a slightly different way. And they should be similar to these:
1. What are the factors that separate you from your competitors?
2. What additional services to you offer to others?
3. Is convenience a major factor?
4. What are the unique properties of your product or service?
5. Do you provide home delivery?
6. Why and how do you provide better quality?
7. What are your how-to factors?
But the one consideration here is, realise that these factors may differ for each of the categories as well as each of your customer types. It may now be necessary to modify your approach in order to focus harder on any specific (given) target market. And the broader the target market, or the more categories you cover, the better the chance of getter a greater response.
However, increasing your category coverage may not be a good thing if you rely on the Yellow Pages for business. It may become too costly.
What are the Benefits of my Products and/or Services to my Prospects?
You should have already have established a clearly defined succession of reasons, product benefits, service factors (and the like) early in the piece.
However, it won’t hurt to ask a further succession of similar questions, (as we did in point 2 above – but again) in a slightly different way to the way you did at first.
As a suggestion, you could use the following questions as an alternate check-list, and then include:
1. How will it make life better for them?
2. What are the factors that will make things easier, more convenient and more fun?
3. Will what you offer be promoted as trendier, safer and less costly?
4. Will it factors built in that will reduce frustration levels?
5. Above all, what are the techniques you feel will best become your new marketing salesman?
The way you answer each of these questions (and others of a similar nature) will determine you can align your marketing to suit what you perceive to be your prospects agenda – and not your’s.
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This Article is by Peter Collins – In a sales career spanning more than 53 years, Peter Collins has focused on helping and bringing out the best in others – whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and has 68 business books to his credit, but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale. Peter had his first book published in 1969 and now has over 133 books in all, including Business, Marketing, Sales, Free Publicity, Body Language, Music and over 30 Christian books to date. Peters books have sold over 2.5 Million copies of his books over 49 years. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.
© Copyright Peter Collins, Profit Maker Sales, Sydney, Australia, 1994, 2002, 2007, 2011, 2015, 2017, all rights reserved. Peter can be contacted through his website – profitmakersales.com
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