When you are refining the list of candidates for your target market, one common trap people fall into is failing to eliminate bad candidates. We get so caught up in trying to expand the list, because we want to cast a wide net, that we sometimes include potential clients that should have been left out.
Examples would be candidates that don’t need what we sell; don’t want what we sell; can’t afford what we sell; or are not the kinds of candidates that we would enjoy working with.
Chop the less useful candidates off the list before you begin approaching them and you will save yourself a great deal of time, energy and frustration. You’ll also save a lot of wasted money on advertising costs dedicated to reaching people unlikely to make good clients anyway.
Instead, apply the swift sword and clean up your list, leaving only the best possible matches for your ideal client’s characteristics. You’ll be able to focus your efforts more tightly and with better results.
For even more information, and live webinars, subscribe now.
I have found the list of your ideal target market “characteristics” often includes how the person you must sell to “acts” not just the facts and figures of the company they speak for. Sometimes it pays to move on to a company whose representative is someone you can get along with. You may miss a sale your services are a match for, but you’ll have more energy to work on other more suitable candidates.
You’re absolutely correct, Don.