By David Holland

September 30, 2016


Targeting the Right Customers for You

Experts say, selling is about getting the right message to the right people at the right time. Now let me ask you. Do you know what your average customer looks like? Are you arm with the right strategies to handle them? Are you ready when they come to your door for your product?

First of, you have to acknowledge that it is very important to have a target audience and identify them. It's a common mistake to assume that the target market is everybody -- which is never effective. Such presumption is not only a waste of investment but also a waste of resources and time.

Let’s begin with the picture in your head

You know your product all too well. And you know who generally need it but in order to increase the number of customers, you need to expand the horizon. You need to be more specific as to whom can benefit your product.

Let’s say you are in a physio business and you know that generally, your target customers are people in physical pain - could be back ache, knee pain, achilles tendonitis and so on.

But is that it? Do you just target generally all people in pain?

NO. You need to be broader. You need to be more specific. Office workers and drivers are prone to back pain. Runners are at risks of foot pain. Desk warriors are likely to have carpal tunnel syndrome.

By re-defining WHO has the specific pain, it is easier to find your target audience and create materials that are dedicated to them.

Profiling and segmenting customers

Profiling your customers allows you to easily understand them while segmentation gives you the power to sort them accordingly.

Profiling is when you study on their geographic, demographic and psychographic patterns. That includes location, age, lifestyle, income, etc. The profile helps you understand how they can make use of your product.

Segmentation on the other hand, is basically grouping the people accordingly in a way that matches your campaign. For instance, if you have a massage service specifically for working women, you can sort your database and group working women specifically -- that is segmentation.

Find the best channels to connect with these people

The youth can be easily reach through social media. E-mails are not for every elderly while telephone call selling should never be done to busy moms.

Think about this. If your target audience are high-end, the likely those who are wearing suit and ties and on the C-level position, what are the best channel to reach them? Definitely not the television or radio. Most of them don't have time for those. Newspapers would do but they are likely to only scan the business section.

Think of channels that these that your target people would use in day-to-day living.

It all comes down to nurturing

It always boil down to nurturing. When you finally get a hold of their contact information, you want to connect with them. After that, you want to continue building rapport and relationship. You want them to trust your brand.

The begins the selling process. But it doesn’t end there. Once they buy your product, you keep nurturing your relationship with them. As your product becomes a trusted brand to them, they would love to tell their friends and families about it. Then there comes your new sets of customers base on referral.

So find a way to continuously engage with your clients whenever possible. Be attentive to their needs and opinions. Get feedback - it always help improve the business.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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