Marketing & Selling to the "Right" People

Many sales organizations are sharing their resources. In some cases, the markets are shrinking, while in others, the competition is expanding. It is critical that your sales force and/or marketing efforts do one important thing - Qualify Your Prospects.

Today, few products market across the board to everyone. It is essential that you develop your niche. Once your niche is well defined, you must qualify, qualify, qualify your prospect, either through your direct sales efforts or through your marketing directive.

You can’t afford to waste time or money on accounts or prospects that do not qualify either demographically or economically. (If you have a pizza parlor that caters to young couples under 30, it is not suggested that you refuse business to an elderly couple that has an urge to eat pizza.) Your time, money, and energy are best invested in your qualified target market. F.Y.I. someone who fits your demographics and cannot afford your services is not qualified, and directing your efforts to the person, even if they fit the demographic profile is useless.

Here is a powerful tip, find out what your prospect or target market wants to fix or accomplish by using your service or buying your product. Your advertising and sales people both must know this information to maximize your sales impact. Once you identify these key concepts, you are better equipped to determine how your marketing, advertising, and sales efforts can create a win/win situation for your company and your customers.

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