Today I was in a meeting where we were talking about focusing on what we do. One of the attendees was struggling with wanting to offer her services to a lot of different groups. In her mind they all fell into the same bucket – wellness. However, their ‘wellness’ issues were varied so the messaging would have to be different.
This prompted me to realize that there is something counterintuitive to what really works. Instead of thinking big – everyone can use wellness help – it is thinking narrow that brings the most results. Probably the opposite of what most people would think.
However, this is really what works best. And it’s because when we have a single target market, we have something to focus on. And when we have something to focus on we can create a very targeted, specific message that can be heard by that audience. When it comes down to it, that’s what matters.
When we keep our outreach broad we dilute our message and no one hears it. This is why so many people struggle with sales. They are trying to rope in too many targets. No one can get a hold of what they excel at, who they are, or what they do. So, no one buys.
Small business owners and sales professionals should take a step back, look at what they offer, define target markets and then start with one. With one target market they can create a marketing message specific to that market. They can speak to the value that a particular target will understand.
Once they have penetrated a target market significantly, they can pull in another one and start the process over again. Now they are working two markets. And on it goes. When they focus in this way they will find that they will increase their sales dramatically. The people they are trying to reach will hear them and want to engage with them.
So, it isn’t a matter of NOT selling to everyone who could use your product or service. It’s breaking them down into groups and then knocking them down one group at a time. It’s narrowing your focus to grow your business.