Being able to sell ice to Eskimos might be a neat skill to have but you’re not really helping them, are you? There needs to be a real need for your product and it should really be solving a problem or challenge that your prospects are experiencing. Sometimes you should reject customers if you know your product is not a good fit. This is going to save both of you from some major hiccups down the road.
Another side of the coin is you’re going to have a hard time selling something if you don’t truly believe that you’re helping the clients.
This is something that can make or break a good seller. Sometimes you need to sit down with yourself and really make sure that you have true faith in your own product’s ability to solve the challenges of your prospects. We find that some sincere, honest business people have little faith in their products (even though the products are great) and they should fix that by envisioning happy and fulfilled customers. It will do wonders for their close rate.
Are You Marketing to Your Target Audience?
You have to know who you are going after when scouting for prospects. It makes you and your team’s job ten times easier and makes it exciting for your customers to buy from you because your message is tailor-made for them. It makes it easily relatable. We are going to look at four simple but not so obvious criteria you should be considering when you are planning a new marketing campaign or if you are just starting out.
You kind of get customers by hook and by crook in the beginning and over time you figure out who your customer really is but it would seem to me that if you could figure out early on who your customer really is or who your customer really should be, you could then tailor your messaging, your content, and your offers to be so much more specific to that particular buyer persona. – Trent Dyrsmid
1) Money Issues
One of the most important factors that you should be considering is if your target group are in a financial position to be able to pay for your product. This is one of the most important factors because struggling to get money from people who can’t pay is a nightmare. But how are you going to know this beforehand?
There are some clues or pointers that you can use to target the right group. One is to target a specific profession that you know usually make a lot of money. The medical profession is a good example of this. Even the average medical doctor is usually in a good financial position. Lawyers, accountants, and dentists might be a safer persona on average to target than graphic designers, hairdressers, and web designers. Nothing against those professions, they just make a lower average income.
You can target larger companies that have to allocate a certain percentage of their income to whatever it is that you are selling. Let’s say you are selling marketing consulting services, like we do. Many people are intimidated by the thought of going after larger companies because they think it will be very tough to sell them marketing services. The opposite is actually true.
If you can reach the decision makers within larger and financially stronger companies it is easy to sell to them because they already have decided to spend money on marketing. You just need to convince them to spend it on you instead of your competitors. If you are selling to a smaller company that doesn’t allocate funds to what you are selling they have to free up that cash from somewhere and you need to immediately demonstrate and prove to them how your solution is going to make them an ROI.
2) The Technical Savvy of Your Prospects
Another question you need to ask is how easy are you going to be able to reach this group of people? If you are selling a security product to say mega farmers they might not be checking their email or LinkedIn as often as the CEO of a manufacturing company that might have the same security needs as the farmer. A dentist might not be checking his email as often as an accountant. A doctor might not be as available as a lawyer to speak with you on the phone.
All of these have a big influence on your outbound marketing process. Use common sense to find the lowest hanging fruit of persons that use technology to communicate on a regular basis.
3) How Interesting Do You Find the Industry?
If you are deciding on working with a certain group of people it will help you if you are curious about and interested in their specific industry. This is very important if you are running a content marketing campaign to draw them in and especially important if you are the one creating that content. Who wants to write about something if they have no interest in it?
It is going to be hard to motivate yourself to sit down and produce the articles if you have to write about equipment advances in the medical equipment industry and you have zero interest in that field.
4) Do You Like the People?
Certain demographics of people are not going to be as likable to you as others. Certain people don’t like working with lawyers for example. Others enjoy the fact that they can be aggressive negotiators and stand their ground. Some people don’t like to work with accountants because they might not be as talkative and aggressive as the people in other industries and it might be hard to sell them something.
This is not limited to position or career choice. In our day and age you can choose which type of clients you like to work with. Fire those types of clients that tend to give you a hard time.
Finding your sweet spot persona is going to take some time and experimentation but it helps to get certain areas clear from the beginning so you have something to measure it against later when you want to make a change. When your marketing messages become focused you are going to be able to sell a lot better and you will enjoy it more. Take some time to think about the four areas we discussed and whether you would like to make some changes to the demographics of your persona so that you can start marketing directly to your target audience.
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