How very zen: "By narrowing, you broaden." I heard this deep quote this morning at the AMA N. Kentucky B2B Shared Interest Group (SIG). I love SIGs by the way!. The presenter was Carol Bross-McMahon of the CbM Consulting Group and she lead a discussion about "Targeting for Optimal Results."
It was a wonderful discussion about really understanding and targeting the correct prospect. Forget spraying and praying, forget the idea that your target market is anyone in the phone book. The way you are going to connect with people, sell to people and great a successful business relationship is by understanding their business before you even pick up the phone. This usually means spending more time on fewer prospects, but these are the right prospects.
The main point: you really need to examine what it is you are selling/offering/etc. and narrow down until you have the optimal customer (not just because they need whatever you are offering but because they will be good for you too!).
It is hard for people to go small, but often that's what is called for as long as you are going small the smart way. I would always rather a list of a 1,000 contacts who have been carefully considered than a list of 10,000 that have been randomly selected.
Moral of the story - Take the time and narrow!
No comments:
Post a Comment