Here's a Tip on Developing Your Target Market
Are you targeting the right customers?
Many of you have heard me talk about the TPD principle. One of the key parts of creating a TPD messaging is targeting the right customers. You can’t be all things to everyone. It’s better to focus on a specific target market. Some companies call this focusing on market verticals.
When I mentor people on creating TPD messages, one of the first things we do is to profile the type of customer you are going to focus on.
There's a common error when choosing a target audience.
Many people choose a target audience that is too broad. It’s important to be really specific when choosing a target audience. You should be able to drill down to the market that the company is in, the size of company, the company culture and the details of the buyer.
When you do this, it’s much easier to produce a really focused sales message.
Doesn’t this stop you from winning many customers?
Many salespeople are afraid that, if they make the target audience too specific, they will lose out on sales. Actually, the reverse is true. You are more likely to convert the customers you really want. Also, the fact that your message shows so much focus will often end up attracting companies from outside your target audience.
Make sure you are really specific next time you choose a market sector to specialize in.
P.S. Find out more ideas on how to increase sales with today’s buyers: download my free e-book “Ten Common Print Selling Errors and What To Do About Them” right now. You’ll also receive my regular “Views from the print buyer” bulletin, full of ideas on how to sell print effectively.
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."