We all want as much business to come our way as possible. That’s why we blog, email, advertise, post, tweet and all the the other stuff to bring business our way. One of the best ways to generate solid sales foundation is to develop the strategy of “target marketing”. It’s the process of directing your efforts to only those leads that you would like has as your customers. This strategy is extremely effective by allowing you to focus on the best of your lead base without your time and efforts being diluted by prospects that may only prove to be short term or problem customers. First, make sure you know the profile of the kinds of customer that fit your business acumen. Then prioritize your time to pursue them effectively and consistently. It’s about quality rather than quantity.
The deal is, trying to be all things to all prospects only serves to build a customer base that is many times a poor fit. This poor fit can result in a continuous revolving door of unhappy customers and serve as a negative impact on your business reputation. The “shotgun” lead approach can also result in a higher cost of marketing as well as less focus on those prime customer targets. Spend the time you save by creating a more impactful relationship with those few good prospects rather than chasing business that does not totally fit your profile. I know this seems a bit scary to not try to have and pursue the biggest list of prospects possible, but it’s a far more effective means of building a solid customer base. It’s niche marketing at its best.
