Marketing & Selling to Solo Professionals, Entrepreneurs and Practitioners: Why and How To, Part 3
By: Carey Howard
Submitted: 2010-05-27 22:44:21 | Word Count: 959
In half 2 of this series, we introduced the concept of the target group, the answer to the query: “who” can be my buyers, where do they live, how do I reach them, is there enough of them to make it worthwhile, do they need the money to shop for and are they willing to shop for what I need to sell? Defining the target cluster is of great importance. You have got to line your sights on a much targeted, defined target of opportunity. You might decision this market opportunity a special “niche”. This market niche is your best opportunity. It’s a tiny, but probably lucrative sliver, typically of a abundant larger market section, occupied by a very select group of folks who have the cash and also the inclination to buy what you'll offer. You’re not marketing to a giant or what we have a tendency to decision mass market, competing with each Tom, Dick and Sally. You are not trying to be all things to all people. You only wish to be all things to the current choose group of people. Niches are easier to defend, and the massive boys don’t usually pay abundant attention, as a result of niches are thought of too little to warrant the hassle and potential payback needed by the massive publicly-traded corporations. If you play it right, the sport is yours.
Once you've got identified your audience, and therefore the niche in that they reside, work or play, then you want to determine the most effective way to achieve, inform and motivate them to take a good study you and what you offer. The manner to do this can be with the Unique Selling Proposition (for a more detailed clarification of the U.S.P. and its pivotal role in promoting, see my previous article “Flying Blind while not the two Secrets of the U.S.P.”) Merely place, the USP is the method you differentiate yourself from your competitors...preemptively. By preemptively, I mean by doing it incisively; by being first into the market, by creating it terribly troublesome to be copied by competitors, unless they wish to risk being mocked as a me-too or copy-cats.
If you would like to be positioned within the mind of your prospects as a straight-shooter, right-down-the-line, conservative sort, then there are obvious things you can do to attract attention to yourself; but at the same time, do things that demonstrate that you're the one for the job. If, as another example, you want to be positioned possibly as a little bit of a maverick, or outlaw, not at risk of be the identical as others, and often taking a path others worry to tread, then there are ways in which you'll be able to dress, act, speak, write, deliver speeches and others, that will provide folks the thought that you're not like the rest of the consultants, professionals, practitioners or service providers.
The preemptive part is the hardest to tug off. However you must. This is often the essence of what most often sets you apart, positively. It's the part that will stick in the mind of the beholding prospective client. Even two decades later, I still get asked: “aren’t you the guy who used to relinquish speeches, doing that “shirt” factor?” They'll have forgotten my name, however not my distinctive bit that set me apart from the opposite speakers and consultants. This helped me be preemptive within the “giving speeches game”. Bear in mind that giving speeches and being thought of being the consummate knowledgeable in your field, is the best method to be invited to pitch your services to a prospective client. Once you get your big fat foot in the door, the “selling” is up to you, one-on-one.
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That brings me to the particular techniques you can now employ, relying on the U.S.P. you've got adopted. Let’s just discuss some which may come back in handy for you. Naturally, you'll write informative, helpful, relevant articles/columns that aren't self-serving “puff pieces”. Write for business journals and for the general media, however write to assist the people you hope to work with. If you can’t write, learn quickly, or get somebody like me to write these articles for you. Then join trade and native community groups that might be a supply of fine leads and opportunities. Start offering to convey speeches at the Social, Service, Scientific, Medical, Military, Academic, Entertainment, Non secular, Recreational, and Fraternal organizations, sororities, fraternities or associations in your town. Use the word: ‘SMERF’ to recollect the classifications of every group. If you wish facilitate, consult the Thomson-Gale Directory of Associations offered free in most sensible libraries.
After you provide speeches, consider you're making sales calls on dozens of prospects at the same time. Make it count. Do you homework. Be sure to incorporate some references to your audience and one thing they will immediately acknowledge that maybe solely an “insider” might know or care about. This heightens your credibility. Make certain they are aware and hear what you say. Most vital is: that they keep in mind you. Give them a “memory-hook” to remember you by. Say it loud and well. Differentiate yourself and do it preemptively. Immediately once you deliver speeches, you may receive telephone calls or emails to debate matters privately. This is often your chance. Currently you have got that massive fat foot within the door.
Author Resource:-
Carey Howard has been writing articles online for nearly 2 years now. Not only does this author specialize in Solo-Professionals, you can also check out his latest website about:
