Sell to the Right Audience by Choice, not by Chance
How many times have you seen a business close down just months after its creation? And how many times have you heard a business owner leave his company’s future to fate? If fate is what decides whether a business fails or succeed, no one would bother work hard for their business. It’s enough to just start the company and leave everything to fate. There’s no point working your butt out when fate will decide everything for you.
Sorry to disappoint you but business success left to fate rarely happens. To achieve success, you have to work hard and provide achievable promises to your customers. Often, it’s unpreparedness and lack of knowledge that puts the business down easily. It was put up half-heartedly with poor planning and little preparation that at the onset of troubles and dilemmas you gave up easily.
Apart from unpreparedness, one major reason for business failure is wrong choice of target audience. Understand that customers are the bread and butter of the company. Without them, there won’t be any business to run. Creating products that don’t provide them solutions to their problems or producing marketing literatures such as full color calendar or business cards that are not designed for them will only push them away. A clear and thorough understanding of the right target market is, thus, critical to business success.
Most often, problems in target audience root from poor understanding of their needs and wants. The business neglect to research on the objectives, needs, and desires of their target audience as there were more important business matters at hand. A lot of opportunities to gain new leads were missed simply because their priority was elsewhere. It’s only when it’s too late that they realize their mistake.
A big reason why businesses often suffer from wrong choice of target market is poor understanding of the competition. In today’s electronic age, competition has become fiercer than before. Because anyone can put up their business on the Internet, it has become more difficult to differentiate a business from the rest. This makes it important to understand the competition in order to find the right audience. It’s not enough to assert to anyone that the company can deliver on its promise and will provide the value they need. It has to make that promise to people who have the interest and the capacity to patronize the business and stay loyal to it.
As a professional business owner, you have to be proficient in everything you do that relates to the business. From developing solutions to people’s problems to personally contacting them and creating marketing collaterals (promotional calendars, posters, flyers, etc.), you have to exude confidence and credibility. Remember that competition is tougher than before, so you have to do every necessary solution to put your business in front of the right people.
Similarly, don’t ignore the changes in your customers. Sometimes, in your complacency you fail to realize that the needs and wants of your customers have changed. The marketplace is consistently evolving—new practices, products, and offers are created by the day. If you don’t keep yourself updated of these changes, you risk the chance of getting more leads.
Largely, selling should never be left to chance. If you are not willing to work hard for your business, you might as well buy a lottery ticket. This will give you higher chance of getting rich than from trying to close sales with people you don’t know.
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