Narrow your targets to increase your success.
Finding Your Target Market
Getting clear on your target market is a surefire way to build a more efficient business.
Knowing who your best-fit customers are (and where to connect with them) lets you create marketing that appeals most to the people that are most likely to convert. When your message is dialed in to their needs, interests, concerns, or frustrations, you can fill your pipeline with higher quality leads.
Of course, there may not be as many leads. It’s quality over quantity – you’ll waste less time chasing prospects who were unlikely to convert anyway.
With a higher quality pipeline, the sales process becomes faster and more reliable, since you’re only talking to the people who care most about the specific value your solution offers.
And while a mismatched customer might only buy once, your best fit customers are more likely to come back again and again (and send quality referrals as well!).
Your target market are the customers you love to work with. They pay on time, they don’t ask for discounts, and they tell all their friends about you. What unites them might be demographics, a shared problem or challenge, or even certain behavioural attributes. Forget the aspirational “ideal customer” – your best fit prospects are the people who are perfect for your business right now.
Aim for the Bullseye
Think of it like a dartboard. The group in the center, the bullseye, are worth the most points for your business. That’s your target, but that doesn’t mean the rest of the board doesn’t matter! There are other groups that are also worth a lot of points (and some that are only worth a couple). To win the game, you need the skills to aim for the bullseye with some level of accuracy, but you don’t need to hit it every time.
This Week’s Takeaway
Who are your biggest fans today? Why are they so satisfied?
Instead of a general customer survey, why not get some feedback from your most ecstatic customers about the specific value they’re getting from working with you? It might tell you something interesting about how to keep hitting the bullseye in future.
The Anniversary Giveaway Continues!
To celebrate the 1-year anniversary of The Extra Mile, I’m giving out a free copy of August’s book of the month, “To Sell is Human” by Daniel H. Pink!
To qualify for entry into the draw, all you need to do is interact with the anniversary edition of The Extra Mile (Like or Comment)*. The winner will be drawn and contacted on July 31st.
* Please note, eligibility requires you to be located in Canada
* Only interactions on the linked anniversary edition will enter you into the draw.
* There are links at the top and bottom of the post to like or comment.
Master the Art of Targeting and Converting
Master the art of targeting and converting your best-fit customers with the 12-Week Sales Masterclass, starting August 21st! This intensive program will equip you with strategies to pinpoint your market, craft compelling scripts, and build a high-quality sales pipeline.
Don’t miss this opportunity to transform your sales approach and hit your business bullseye. Register soon to let us know you’re interested in joining the masterclass.
Hiring for Attitude: by Mark A. Murphy
“Hiring for Attitude” by Mark Murphy is an eye-opener on why attitude can be just as crucial as any other skill when bringing new people into your organization. Murphy’s blend of research and real-life case studies from places like Southwest Airlines and The Ritz-Carlton offers practical, actionable advice. If you’re aiming to build a strong, cohesive team, this book is a must-read.
Thanks for reading The Extra Mile! Subscribe below to receive new posts and support my work. If you enjoyed what you read, share or leave a comment!
