Stop being all things to all people. Stop chasing more than 1 rabbit.
Targeting a market can be nerve-wracking to some. ‘Decision’ means ‘to cut off.’ These are the strategic risks entrepreneurs are paid to take. I’ve heard many different fears from my clients: They feel as if they’d be alienating, forgetting, or leaving-behind some of their best clients.
But target marketing need not be a shot in the dark. In fact, it’s completely the opposite. Picking the right niche should be a well-researched, and justified move. I’ve identified 6 factors that can help you predict whether or not a tight-knit Community will spark word-of-mouth buzz for you; that’s the topic of the “SALES MOMENTUM” audio-book.
But what’s the first step? Where should you start, as you try to figure out which target market is right for you? The attached podcast gives you a head-start on the best decision you can make!
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I was having lunch with two of my clients; I was introducing them (there’s a tip).
And during it, one of my clients talked about a quick anecdote that illustrates the importance of dressing appropriately. He was going to meet with an executive at a top big box retailer. He had heard they had a very laid back culture at their Texas HQ. In fact, he was told that he may want to dress casually.
He took that advice and threw up a nice pair of khaki’s and a button-down shirt emblazoned with their corporate logo. When he entered the lobby to meet his prospective client, the client was in a pair of jeans and cowboy boots! Whew, thank goodness he wasn’t in the traditional garb of sales professional.
In such a scenario, the dark suit, white tie, and red tie combo - a sure bet for a banker - would have turned off the prospective client. At best it would have made the prospect uncomfortable, or worst brand my client a NY city slicker. Matching your character style and tone is essential for building rapport!
Sometimes, it’s great to stand out! (For example, when you’re the MC hype-man for the evening fundraiser.) And other times, it’s b
etter to fit in with the community culture. Have you ever made a fashion faux pas?
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Posted in REPUTATION on Oct 4th, 2007 1 Comment »
ChannelPro Magazine is for distributors and value-added resellers (VARs) of technology, OEM parts, etc. They interviewed me about the important of brand-building in their industry.
Like other brokers of commodities, VARs must focus on their expertise-based brand. Check out my comments and the full story at: ChannelProOnline.com
Since your product is similar, if not the same, as everybody else’s… you need to build your personal brand reputation - and live up to it - in order to command premium margins. If you’re a value-added professional, focus on the distinctive value.
Unfortunately, we tend to rely too much on the spec sheet. Change your mind, change your brand, change their minds. Grow from broker to expert.
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Posted in Channels on Oct 2nd, 2007 No Comments »
Thinkin’ of a master plan…
1) Befriend these 17 CEO’s…
2) Add to Facebook…
3) Rule the world.
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