Can you tell me who your prospects are? Their age group, maybe? Anything? Do you actually know them then?
Or are you one of those people who walk down the street thinking that every person they pass by and business office they see in a distant is a potential client? I know, this would normally be considered a sign of great optimism, energy and confidence, sure. Unfortunately, the business world doesn’t work like that.
In reality, none of those people you pass by are your potential clients. Most likely they are somewhere else and here is the best thing, you’re not there!
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Failing to realize whom you should be selling to is the second biggest mistake in sales, after not selling at all. It’s a fact, and what’s even worst, most of small business owners, just like you, don’t even realize that they are making it.
As long as there is some work coming in, things are fine, aren’t they? And worst comes to worst, there is always that guy you spoke to at your last networking event two months ago who said he might be interested in sending some work. Surely, when things go quiet, you could drop him a call or something, right?
The truth is, things are wrong. Very wrong in fact and soon they might get even worse. Most likely your sales so far were accidental and soon you might not have anyone to work with and start chasing your tale in sales. Hell, this may even be already happening to you right now!
How can you tell? Simply, ask yourself whom do you want to work with. Are your answers close to this?
any company that needs a website
any business that needs to improve their online presence
people or companies that need solid marketing makeover
a company that needs a fresh web copy
any company that needs to outsource their IT requirements
and so on…
If that’s the case, then I am really sorry but you are doomed. You can’t even find your prospects in a phone book, unless, of course, you start cold calling every business listed there from A-Z but then, good luck with retaining your sanity, let alone be where they are.
That’s bad.
Now, look at this answer:
- I want to work with small to medium companies from the tourism industry located in the greater NYC area.
Now, open a phone book and find companies matching that description.
Easy.
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Here are few ideas that might help you figuring out whom you want to be selling to.
1. What niche or market do you want to be working in? Naturally, you would like to create new shiny websites for any business out there, right? Well, let’s be honest, that’s not going to happen or at least not without a huge effort and financial sacrifice. So, your best option is to find a niche or industry you want to specialize in and build your position there. When choosing your industry, make sure that you are specific and also that you have a good reason to be targeting it (this could simply be that there is a lot of money to be made there or that you have had worked in it before and have an extensive portolio in that area.)
2. Do you want to work locally or globally? Define your market location. Be honest and sincere; if you don’t have an infrastructure to take clients on from all over the world don’t go that route.
3. Asses your market. Find out if there are people who can buy from you and who can afford your services. The easiest way to do that is to see how much competition you have. If there are no companies chasing the market, chances are there are no money there either.
4. Learn everything you can about this market and then, go out there and sell!
Of course the above is only the tip of the iceberg but it’s enough to get you started the right way. More in my book.
About Pawel