Business owners spend hours, days, weeks and even months developing a marketing plan to reach their target market. Unfortunately some of these owners will close their doors without ever having presented their services/products to a “live” potential customer/client.
When survival is at stake, drastic measures have to be implemented, some of which may not be pleasant.
Let me set up a hypothetical example. If your target market is small businesses and you need to make at least 20 sales a month of your product/service to survive, you have several choices:
- You can start a social media campaign and wait.
- You can start a direct mail campaign and wait
- You can start and advertising campaign and wait
- You can start a PR campaign and wait
- You can send e-mails and wait
- 1. You can gather your presentation materials, your story and benefit list, and go talk directly to an end user. I know it’s not easy, but neither is having to close a business.
All businesses, regardless of size, have a people component to them, especially start-ups through the first several years. Here are a few suggestions for getting in front of a target market:
- Ask your data base for introductions
- Participate in structured networking ( not the type where you hand out 100 cards in an hour)
- Make, in person, cold calls
- Form strategic alliances with others that serve the same target market
I started you with four suggestions; work with your mentor/coach and build that list to ten, but commit to seeing at least 3 prospects face to face every day, starting today. Make sure you have a debriefing session every day for the first ten days; this is a vital part of developing this presentation method.
Yes, as your business grows so will referrals and the five methods I listed above will certainly come into play. But never lose that personal touch with your target market, no matter how big or successful you become.
At a meeting this morning I heard this remark: Think alone – Sink alone This goes along with another of my favorites: It’s good to be in business for yourself but not by yourself.