August IMPACT

Who's Your Best Prospect?

Advertising speaks to someone. Effective advertising speaks to the target prospect the advertiser wants to reach. But first that advertiser needs to decide who they want that target prospect to be. Who has the desire to buy their product or service now? Who has the means? Who would want the product or service if they knew that it existed? Who would buy it if the price was right?

When I first ask clients who their target prospects are, they often tell me who most of their customers are. They tell me about the last sale they made. They tell me about customers who they hear from a lot because that's who's in the front of their mind. Then I ask them two questions that make them stop and think:

Who is your best customer?

and

Wouldn't you like more customers like that?

It seems obvious when it’s right in front of you. It makes sense to duplicate and replicate our best clients. Let’s not ask for more of those customers who take more of our valuable time then they spend. Does anyone want more customers whose phone calls we dread?

Instead, let’s target people who are just like the people who provide us a better experience and more profits. Wouldn’t it be nice to have more clients that you enjoy talking to? People who are a pleasure to deal with?

So, when you’re thinking about who you should be targeting in your advertising and asking to meet in your networking, think of these factors:

• Who is your favorite customer?

• Who is your most frequent customer?

• Which client wants your most profitable products?

• Which clients show that they appreciate your time and efforts most?

Targeting, and most successful business, is about quality over quantity.

Current IMPACT Newsletter

Past Newsletter Archive

November IMPACT

The Call to Action - What's That?

July IMPACT

The ME Networker

June IMPACT

Selling vs. Networking

May IMPACT

Commodity vs. Product

April IMPACT

Not so Nice to Meetcha