As we have previously discussed, marketing and selling are all about creating trusting relationships.
When it comes to building relationships, knowledge is power.
It isn’t just “who you know” that is important, “it’s what you know about who you know.”
To market and sell your business, product or service properly, the very first thing you must do is become clear on who your ideal customer is, where they are hanging out, what their challenges are, etc…
Every marketing piece must have your clients and potential clients “hot buttons” included and always remember…what’s important or relevant to them.
They only care what’s important to them, not what’s important to you.
Remember the acronym: WIIFM (What’s In It For Me). This is what every prospect and customer is saying to themselves every time you make a presentation.
Once you find who your target audience truly is then you can know what those hot buttons are.
There are 6 elements to knowing who your Target Audience is.
In some cases, you’ll need to survey or have conversations with existing customers to accurately flesh out your target audience.
One: Demographic Information: Where do your clients come from specifically?
- Geographic location
- Marital status
- Spending habits
- Associations they might be affiliated with
Three: Sources of Information: Where does your Target Audience [ideal customer] get their information?
Who are the thought leaders they follow like authors, bloggers, magazines, websites, podcasters, etc?
What Facebook pages are like by your Target Audience?
What Facebook groups does your Target Audience belong to?
What are the most popular online discussion forums in your niche?
What are the most popular LinkedIn groups in your niche?
Four: Pain Points or Challenges: What is the major problem they have that you have a solution to?
Five: Objections In Their Purchase Process: What are the reason your customer might choose NOT to buy from you or your product or service?
Six: What are their goals and values?
Here is what you are shooting for with Principle centered marketing, selling and business practices:
- No cold calling. Your marketing should be getting people to “raise their hand” and say, “I want what you have to offer.” The prospect that “finds” you is exponentially more likely to purchase from you than the one you have to chase.
- Before you even try to market or sell anything, you have to know how much you are willing to spend to get new customers. That can only happen once you know what the Lifetime Value of your customer is. This is one of the elements of our Essential Elements Discovery process.
- One of the most effective ways to generate highly qualified leads is to stop selling. Instead, provide information of value to your audience. Show them ways to solve the problems they have.
- The most valuable asset you have is a well-maintained and relevant customer data base. Your best customer is your current customer.
6 Qualities of a Good Target MARKET:
- They have a problem that they need a solution to and, there is a sense of urgency to this problem.
- They have money to spend and they are an audience that are known to spend money to have their problems solved.
- This audience is big enough to sustain your business.
- It is an audience that you actually enjoy working with.
- It is an audience where you have valuable experience, expertise, and product and/or service offerings. You can add value.
- It is a market that fits your lifestyle.
Who should you be selling to? Only to people who want to what you have to offer.