I frequently get asked questions by small business owners about their target market. Usually, we are reluctant to narrow our niche because we feel like the wider we cast it the more potential prospects we will have. But part of calling to the people you can best serve is to describe them as best you can so that they hear what you are saying and their mind leaps to “I need that kind of help!” The better you can describe who you do your best work with, the better your chances that a prospect will respond and come toward you.
Not long ago I did a workshop about having an easy and smooth sales conversation with someone who had not yet spent money with you. Almost always, if you feel hesitant and bumbling when you talk with someone about your products and services it’s because you have not gotten your sales conversation down – you are talking too broadly, trying to hit every single point that could possibly be made, taking the buckshot approach. The more you can be very specific about the value you offer the less hesitant and bumbling you will feel. And to do that, you need to call to a specific, niched target market. Talking about a specific niche opens people’s ears to what you are saying.
Here’s a quick test for you. Who would you pay more attention to if you listening to small business owners introducing themselves?
“I am an attorney admitted to the bar in this state.”
“I am an attorney who works with individuals, not corporations.”
“I am an attorney who works with individual who need estate planning.”
“I am an attorney who specializes in estate planning for men and women who have inherited $1,000,000.00 in assets.”
The last statement will get the most attention. If you need estate planning and have a million in assets, you know this attorney can help you and has experience in doing exactly what you need. If you don’t need it, you might immediately have a friend or relative come to your mind who does need this type of help, and you are likely to mention meeting this attorney to them.
While an inexperienced small business owner will say that the first introduction gets the most highly interested prospects, a savvy business owner knows that statements like the last introduction work much better. You are clearly stating your ideal client, you are qualifying the prospect (they must be worth $1M or more), and you’re showcasing your special expertise – all that in one short sentence. Better yet, when you have that confidence you do not feel hesitant and bumbling when you speak with someone new. And that helps you make a great first impression, which in turn helps your sales.
If you need help with having a sales conversation that works, you might consider purchasing my e-course “How To Have A Sales Conversation That Works.” You can check it out by clicking here. It’s another one of my low-cost, high value products that help small business owners like you.