News
 Target
Marketing Secrets to Maximize Your Time and Income
Starting your marketing efforts without first
identifying your target market is like trying to hit
a target with a bow and arrow blindfolded. A very
small percentage of the arrows will hit the target.
Jim Klein shares his secrets for hitting a bull’s
eye every time.
Every product or service is desirable to a definable
group of people. To have greater success in less
time with your marketing efforts, spend time
identifying your target market. Target marketing is
one of the keys to a successful sales marketing
program and an important part of your sales
training.
The Three Best Ways to Target Market
1.) The first area to consider when researching your
target market is geographic, people or businesses in
a certain area. Get to know the geographic area you
are considering by driving or walking through it.
You can tell a lot by the things you see if you pay
attention. Make sure the area works for your
particular product or service.
2.) The second area is demographic. Demographics are
the basic qualities and characteristics of your
target market. They include age, gender, culture,
employment, industry, income level, marital status,
etc. Collecting information about your current or
past clients may help show things they have in
common which will help in future marketing.
3.) The third is psychographics. These are made up
of the emotional and behavioral qualities of your
target market. They include the emotion, reasoning,
psychology, logic and thought processes behind your
target markets decision to buy your product. It's
really important to understand what motivates them
to buy.
Gather Information on Your Target Market
Take time to do the research to find your target
market. Go through the list of your past clients.
List the characteristics of the clients who've
purchased from you. What do they have in common?
Take a survey of your past and current clients. Ask
them questions like:
• Why did you buy my product or service?
• Why did you buy at that specific time?
• Why did you buy right away or take your time?
• What do you like best about my product or service?
• What do you like least?
• Would you refer others to me? If not, why not?
• What specific benefits do you see in my product or
service?
I think you get the idea. Take your time. Get as
much information as you can to develop a profile of
your target market. You want to know not only who
buys from you (demographic) but, more important, why
(psychographics).
Take Over the Market
Now that you've found your target market, dominate
it. When I sold real estate we called this
"farming." I visited my target market frequently
knocking on doors to introduce myself as the expert
in the area. I would send out a monthly newsletter,
deliver suckers, refrigerator magnets, pens,
anything with my name on it. Some people handed out
pumpkins at Halloween. There are many creative
things you can do. Is it a lot of work? Of course,
however, it pays back huge dividends.
By using target marketing you concentrate your
marketing efforts on prospects that will most likely
do business with you. You'll also increase your
closing ratio, income, and stop wasting time on low
profitability prospects.
---Source: Jim
Klein trains and coaches sales professionals. He
operates the “From the Heart Sales Training” website
(www.fromtheheartsalestraining.com) and can be
reached at jwk@fromtheheartsalestraining.com or
585-266-6116.
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Melissa Data
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