Posts

“If you don’t know where you’re going, it doesn’t matter which road you take.”

It is the same in a business as it was for Alice when she went to Wonderland. It is imperative that you know where you’re going.

In the eighties – and maybe even in the nineties – our approach was all about “as many as we can.” As many products as we can sell; as many people as we can reach; as many brochures as we can print; as big a target as we can reach… Sell to anyone and everyone and we will make money!

We feel things have shifted, shifted to knowing exactly what you are selling and knowing exactly to whom you want to sell it. The market has become clever. You can no longer force anyone into buying things that they do not want. And if you do, good luck trying to sleep at night while your conscience gnaws at you…

It’s all about finding the right person who wants exactly what you have to offer, at the exact time they want it, and for the price at which you want to sell it. So know your target market. Know where they are, and know how to find them. If you don’t know, call us so we can offer suggestions. Also, know exactly how many of your products/services you want to sell and set a time limit. Create a target for yourself in your sales cycle, a target within your reach. This will be determined by your own rhythm, which you control – not your prospects.

Know what you’re doing in every month, for example:

  • I am calling 100 new people.
  • I am making 20 new appointments.
  • I will have 15 new quotes.
  • I will have 10 new clients by month end.

This is the start of a sales process. So easy! And really, we are serious about helping you find your target market. Give Lara a call. Her number is on the Connect page.

Your website is online, the homepage points to all the right pages and your Contact Us page is ready for business. With all that hard work done, why go any further? Surely your website will be enough to lure in the leads. Well, no. Content is not only important to your website and overall marketing strategy: it is critical! The world-wide-web is huge and so the hope that people will magically stumble upon your website is a false one. There are simply too many voices—you have to make sure that your voice is heard. So, how does content help?

Search Engine Optimisation Will Speak to Your Target Market

By this point, you should know exactly who your target market is. (If you do not, click here to read our article on this), and you know exactly what problems your target market is experiencing. You have the solution to that pain. And you should be using Google to help people find you and your solution by having content on your website, which speaks the exact same words for which they are searching.

Give Value

Greed is not appealing to anyone. If you come across an online marketer who only ever says, “Click here to buy all my stuff,” then you will probably ask that all-important question: “Why?” Or even better, “Who are you exactly?”

And so you should. Why should you trust that person with your money? Back in the old days, when there was only one shop in town, you had no choice but to buy from the owner of that one shop. But right now, there are so many voices calling for your attention that anyone who wants to sell their products or services would have to stand out from the crowd. How do you do this? You do it by adding value to the lives of your would-be customers. Make a name for yourself as the person who is willing to give away some insider tips into what you do, because it shows your potential customers that you care about them. Ultimately, most people will still ask for your help anyway, because even if they know exactly how to do it, they will trust you with their money if you care about them.

Do you have any questions or comments? Use the form on the Connect page.

Do you sell razors to someone with a “five-o’clock shadow” or to someone with a beard?

Really think about this question, especially if you are about to start a new business. Once you think you have a great idea for a venture, you must understand that the act of choosing a target market is one of the most important aspects to address. Without this first crucial step, you are stepping out blindly and wasting energy, time, and even money by talking to the wrong people.

Let us take as an example the two brothers, Mike and Joe. One sunny day, these two started a window cleaning operation. They invested in buckets and squeegees and went out into the neighbourhood to look for dirty windows. The first neighbour they reached had dirty windows. They believed that they had hit the jackpot because she desperately needed their services. When she opened the door, they gave her their well-rehearsed pitch: “Can we clean your windows? We charge R500 for no more than twenty windows.”

She nearly fell over upon hearing the price. “No, that is way too expensive. My husband will wash the windows himself.”

Now, a great entrepreneur does not stop at the first sign of trouble, so onwards they moved to the next house, delivering the same pitch to the elderly gentleman who answered the door. “Can we clean your windows? We charge R500 for no more than twenty windows.”

He seemed annoyed. “No, no, no, my son does that.”

So, what does an entrepreneur do at the second sign of trouble? Entrepreneurs laugh at such trivialities. However, after they had repeated this scenario a few more times, it didn’t seem funny anymore. Being at your wit’s end will do that to you. Mike scratched his head as he looked at the mansion at the end of the lane. They avoided it on purpose because the windows were sparkling clean. Mike told Joe that he just had to try one more time, despite the fact that the mansion owner would probably not need their services. Joe couldn’t see why they should talk to the owner of the mansion, but Mike was a stubborn man and knocked on the door. Imagine their surprise when the lady of the mansion loved their pitch.

“Only R500 for no more than twenty-five windows? Marvellous! The current window cleaning company charges me R750!”

Another great example is Kabelo with his roof cleaning business. He went through the same struggles as Mike and Joe did, but he soon realised that the people most interested in his business were those with clean roofs, those only just starting to show signs of dirt. They were also interested in his extra service where he not only removed the dirt but also applied his own uniquely formulated product to ensure that the dirt stayed away for longer.

There is a pattern here.

The good news is that you can create a target market profile by asking the right questions. Here are 8 questions you can ask to help you to know your target market:

  1. In what area do they live?
  2. What car do they drive?
  3. How many children do they have?
  4. Are they single or married?
  5. Are they male or female?
  6. Into what age bracket do they fall? (25 – 35; 35 – 45; 45 – 55; etc.)
  7. Are they South African or international?
  8. What do they do in their spare time? (watch rugby, read books, hiking, etc.)

With your newfound insight, you will be able to answer the question at the start of this article: Do you sell razors to someone with a 5 o’clock shadow or to someone with a beard?

Your target market is not someone who only has a problem that you can solve. Yes, the man has a beard. But despite that fact that he has the ability to grow facial hair, he is clearly not in the market to be rid of his fashion statement anytime soon.

Your target market is, in fact, the people who value the business solution that you provide. These are your lifelong fans. They are prepared to pay you and, what’s more, they will even tell their friends about you. They are the guys who shave every day.

If you want to find your ideal target market, then get in touch with me right away by using the form on the Connect page.