Contrary to popular belief the whole world is not your enchilada! In other words not very walking, talking human being is your customer. I mean even if you were the only solution left (like you owned all the water) and the only way a person could have some was to pay you, there would still be some in the group who would say: “Hey wait a minute I don’t like water. Do you offer coffee, tea or milk?”
The point is this even if you beg to differ with my analogy, EVEN if everybody could use your expertise and services, there is a specific group that has an INTENSE desire for the solutions you offer. Find that “Niche” market and commit your efforts to getting business from this sector of individuals.
My friend Louise has done an excellent job at this. She knew it was time to build a different game plan. The one she had was OK, it paid the bills, but it was stagnant. The production level was not going up even though she was spending extra hours at the office.
To change her present dynamic Louise took the time to reflect on where she was headed. Adding hours wasn’t producing the desired results. And frankly working more hours was not the solution she was looking for. By following the step outlined above Louise determined she gained the most enjoyment helping persons in the military. After all Louise and her husband have a son serving, and the fact is she is very patriotic. Rather than considering the entire universe her client, Louise narrowed her scope. She began to build a business centered on the veterans moving into her area. And guess what? She loved everyone she was working with so her business became fun instead of draining. Isn’t that awesome!
Identifying a target market makes it REALLY easy for you to develop a message that is tailored to your specific market. In Louise’s niche she understands there is a lot of stress and emotions when of her vets is newly transferred to her area. With some coaching we concluded it would be great if each of her clients would tell their story. What it felt like to be up rooted and how you guessed it! How Louise helped lighten the burden.
Isolate who your market is, figure out their primary concern AND tailor your message to focus on solutions that are relevant to their particular situation. Gets my heart racing just thinking about this stuff! How about you? I would love to hear how you choose to pump up the volume!