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I spent two days in training with a very seasoned group of sales professionals recently and the same point kept coming up over and over again as we applied the principles of marketing to selling situations.
Many small business marketers want to be all things to all people in an effort to cast the widest possible prospect net. The fallacy with this approach of course is that you either end up being no things to no one or you actually land clients that aren’t a good fit.
I say narrow your focus and tell prospective clients exactly who it is you can help and how much it’s gonna cost early on. If someone is a prospective ideal client you can get to know them much quicker with this personalized laser approach. If someone is not a fit, you can get to no them just as fast - and then the world is a much better place for all.
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This entry was posted on Sunday, July 22nd, 2007 at Jul 22, 07 | 9:56 am and is filed under Lead Conversion, Selling. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
As a salespro, I have to say that this is a change in selling that is overdue. Where once we concentrated on trying to convince people that they need to buy what we are selling, we now spend our time finding people that really need what we are selling. Prospecting takes longer, but the selling is more enjoyable for both buyer and seller (or marketer). Sales is Marketing, and Marketing is Sales.xoxoxo Johnonsales
I agree, but I have a problem practicing…
I tend to go after all sorts of opportunities because it keeps my options open instead of focusing on what I do best.
I think you’re right on with this. The challenge (especially to small businesses who CAN’T by the very nature of their size be all things to all people) is to figure out exactly WHAT it is that you’re good at. After a certain number of years of experience, typically each of us has gotten pretty good at a lot of things. It’s a tough exercise, figuring out what exactly the right business niche is. But, when you can communicate the right message to the exact right group of prospects, your sales successes will definitely be greater.
You hit the nail right on the head here John. Focus is absolutely critical to success. Old Chinese proverb say “He who tries to be all things to all people will fail.”
I say focus. Carve out your niche and establish your expertise to the point where there simply is no competition, thus owning your market. Be great at something rather than mediocre at several things.
This is the same old saw I hear everywhere… but the clarity with which you said it made it go “BONG!” in my mind, like never before.
Thanks for that — clarity about clarity. Isn’t that cool?