As small business owners, it makes sense to reach out to as many potential customers as we humanly can.The reasoning behind this is that the more people we can see, talk to or get to visit us the more we’ll sell, right?
Well…no.
It sounds counter-intuitive I know, but not everyone is your customer. That’s a good thing…really.
Let me ask you something…
Is it easier to write, video or speak a marketing message that tries to attract the attention of a huge group of people? Or is it easier to concentrate on a very specific problem that a specific group of people is having and speak to that.
Ideal Client
I’m thinkin’ it’s the second one. Here’s an example…
Years ago I was very active in a Direct Sales Company that sold skin care products. The products were fabulous (still are) and the general feeling of the powers-that-be of the company was that it should be a no-brainer to sell because “everyone has skin”.
Yes, everyone DOES have skin, but not everyone wants the sames results for their skin.
Some is dry, some is oily, some has break-outs, some is getting kinda crinkly around the edges. You get the idea, right?
The best and most effective way to sell in any business (yes, I said sell. It’s not a bad word) is to narrow your focus and identify the customers you want to work with and help the most. Direct all your marketing towards them.
Talk to them like you’d talk with a friend over lunch and see how easy (and fun) it is to build a relationship with them that will keep them a customer for years to come. Narrowing your focus won’t cut down on the number of people you serve. It will strengthen your relationship with the right people…your ideal customers.
How do you figure out who your Ideal Client is and where do you find them? Stay tuned for the next post and I’ll tell ya 🙂
In the mean time, your input is really important to me. Leave a comment below and let me know how I can help you in your business. Til next time…
