All Business Networking: Target Market

Showing posts with label Target Market. Show all posts

Getting in front of the right people at the right time

Many people in business networking often say that they have no problem selling. Their biggest problem is getting in front of the right person. I feel they often need to add something else. It is not just getting in front of that person, but doing it at the right time.

Business to business and professional services are usually bought when someone has a problem or issue they need to solve. You need to have a very good idea of these problems and issues within your target market. The critical thing then is to educate your network with the signs that identify someone with those needs. They can then advocate you and your services to the right people AND at the right time.

Good Networking!
Dave Clarke
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Are you casting your net too wide?

When you are networking you don't want to miss on any possible opportunities that the people you meet may know about. This can lead you to casting your net very widely and talking about what you do far too broadly. In this podcast 'What is Your Niche?' I take the fishing analogy further to help you really focus on your target market. Listen here:

Good Networking!
Dave Clarke
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Does Your Selling have the Partnership approach?

Many business owners and professionals are strangers to the world of selling and can run into problems with a misunderstanding of the approach required. Richard White's The Accidental Salesman® is often a very apt description. Successful selling is not about being pushy and looking to 'close' everyone you meet. The best networkers are very clear about what they do and for who - their target market. They are friendly, helpful and constantly looking for opportunities to connect their network with people, knowledge & opportunities. They also understand that people will buy from them when they are good and ready and adopt the same approach of helping and educating prospects.

I attended an excellent Client Attraction Techniques Masterclass from Small Business Marketing Expert Nigel Temple yesterday. I am sure Nigel's stuff will inspire a good few blogs in the days ahead. He touched on the psychology behind the new sales & marketing several times. A powerful illustration was the experience of shopping at the John Lewis Partnership. The Sales Assistants there are truly deserving of that 'assistant' title. They are`there to assist us in making an informed buying choice. Always ready to answer questions and leaving us with the decision at all times. They understand something I learned from a Sandler trainer about Newton's Third Law and the way it also applies in selling. The law of reciprocal actions states, 'To every action there is always an equal and opposite reaction: or the forces of two bodies on each other are always equal and are directed in opposite directions'. If you try and push someone to buy something they will push back. I know what my reaction is when I get pounced on as I walk through a shop door.

Nigel suggested spending some time in John Lewis watching them in action. Not a bad idea if you have the time.

Good Networking!
Dave Clarke
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business networking | business networking events | business networking podcast

How can you be targeted with your networking?

The question of who to network with and where came up a couple of times this week. Once in a One2One Meeting and also in some networking training I delivered to a group of Non Executive Directors and Consultants.

If your existing network is not generating enough word of mouth to achieve your business targets then joining the right networking groups could be a sensible option. If you are clear about your target market you can begin to be targeted with your networking. You can establish who else is likely to have access to and influence with them, find where they network and join the groups they belong to.

Take the time to get to know the members and the ways you can help - support, information & introductions. When asked present your proposition confidently & consistently. Things to include are your target market, the problems you solve and stories to illustrate your expertise. Over time as you build your reputation and relationships the support and help you provide gets reciprocated.

Good Networking!
Dave Clarke
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business networking | business networking events | business networking podcast

Are you clear about what you do and who for?

After a seminar yesterday on building business with the effective use of offline & online networks I had a conversation with a couple of the attendees about clarity of message. During the seminar there was general agreement that the more specific you can be about proposition the better. If people know exactly what you do and who for it is much easier to find referrals for you. One person mentioned someone they knew, liked and trusted but found it too difficult to find opportunities because they positioned themselves too generally and for any business whatever the size.

It is much better to be a specialist than a generalist. It is also much better to have a specific target market or market sector. Being a generalist for everyone is a very crowded space. The following image helped people to focus on this:

If you do not consider yourself to have a specific market sector then at least try to position yourself as a specialist. And if you really are a generalist at least try and define a market sector. That could be for example by business type, size, geography or a particular problem that you solve.

Good Networking!
Dave Clarke
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business networking | business networking events | business networking podcast

Who do your potential clients listen to?

According to the survey I wrote about in my column for the National Networker, Reasons for Networking, most people are Networking for more business.

If networking isn't generating the results you want it could be for a whole number of reasons. One reason could be that you are spending time with people with no access to your market and no real understanding of what you do. The likelihood is that many of the people you meet may not have access to your target market or anyone with influence in your target market. It's worth taking some time identifying other suppliers to the people you deal with. Maybe ask some of your clients who they take advice from.

You can then start to go about your networking strategically and ensure your word of mouth is getting to the right people with the right message. This includes joining the networking groups where others work in similar markets to you and building that network of advocates to spread positive word of mouth in the right ears.

Good Networking!
Dave Clarke
Get 7 networking secrets for business success

business networking | business networking events | business networking podcast

No problem selling once you find the right person?

In a One2One meeting last week the management consultant I was with said "I have no problem with selling once I get in front of the right person". In the last few years that is probably a sentence I have heard more often than any other. In fact I recorded a podcast on the subject, 'Your target market – Who is your right person?'. Have a listen here:

Good Networking!
Dave Clarke
Get 7 networking secrets for business success

business networking | business networking events | business networking podcast

Are you crystal clear about what you do?

My colleague Martin Davies related a great story about being clear about your target market in his recent post 'Be really specific when defining your Target Market'. It's great advice and the other really important thing is being absolutely crystal clear about what you do for them. The person in his story was very clear.

To get results and referrals from your networking you want your advocates to promote you and what you do when they spot an opportunity. Are you giving them a clear enough message to help them do this?

If you are not sure then ask a few of your good contacts to tell you what they think you do and who for. It can be a real eye opener and help you adjust your message to something much more effective.

Good Networking!
Dave Clarke
Get 7 networking secrets for business success

business networking | business networking events | business networking podcast