How To Hunt A Moving Target

“ How To Hunt A Moving Target”

What We’ll Learn Today
Losing the “anybody/everybody” line forever
Who isn’t your target?
Who is your target?
A better “Good Referral for Me” message
How this influences your competition, positioning and marketing going forward

“ A good referral for me is anybody/everybody who needs our service.”

Why Do People Say This? Don’t know who their ideal client is. Only truly known entity is their own services. RESULT : “Anybody who wants me.” Afraid it’s too limiting to mention one type of client. Thinking one name from laundry list will resonate with someone. RESULT : “Everybody who wants me.”

It’s easier to say “anybody/everybody.” But it’s not accurate. No time, money and resources to reach all possibilities.

Who Do You NOT Love?

It’s painful but… Think about the customer outcomes you’ve had that were less than ideal. What’s the common thread among these people?

Think about your 5 worst customer experiences
What made them a bad experience?
“ I would NEVER work with this type of person again.”
“ I would work with this kind of person BUT ONLY IF I charged them 50% more than someone I like.”

It’s up to you whether or not you work with these people. But you must not actively pursue them . This begins to help bring in focus who you DO want to go after.

Visualize the person who is or has recently been your very best customer. Ex: “ If I could have 20 of this person as a client, my life would be wonderful.” Picture that person in your mind right now.

If they could all be like someone, they’d be like… Their name What’s their title or department ? What’s the name of the company they work for? What industry are they in? What city or county is that company located? Their company size as far as employees ? Their company’s size of revenue ?

If they could all be like someone, they’d be like… Their name What profession are they in? Where do they live (at least by county)? What’s their background ? Caucasian Hispanic African-American Asian

If they could all be like someone, they’d be like… What age bracket are they in? 25-34 35-44 45-54 55-64 65-74 75+ Are they married/single ? Do they have children ? How many?

If they could all be like someone, they’d be like… What do you estimate to be their household income ? $25,000 - $34,999 $35,000 – $49,999 $50,000 - $74,999 $75,000 - $99,999 $100,000+ What challenges in life did they tend to have before they walked through your door? Why did they choose you? (Hint: It’s not just because they required your services)

Profile Examples

The Dartboard Analogy Bullseye – Your Target Client Inner rings – Most of the aspects of your target Outer rings – Some aspects of your target Not on the board - Little or no aspects of your target (anybody) The closer to the Bullseye, the more likely you’ll have a terrific customer experience in sync with your target audience.

Looking at Your New Target

The Completely Specific (name, title and company) “ I’d like to speak with Penny Morey, President of RemarkableHR.”

The Category Specific Approach “ I’m interested in speaking with the General Manager of a country club in Palm Beach County.”

The Credibility Builder “ I’m interested in speaking with the Director of Marketing at Duffy’s Restaurants because we have a lot of success in working with regional restaurant chains to expand their presence with social media. In fact, TooJay’s Deli just hit 3000 Fans on Facebook with our help.”

The Storyteller (great for :30 commercials) “ One of my most satisfying experiences came when a couple in Boca Raton approached me about purchasing their first home. They didn’t know what to expect from the whole process, but constant communication is my specialty. Although they wondered if they had enough of a down payment to make and there were several offers on the table, I worked closely with them throughout the whole process to help them find the home of their dreams in the Boca Del Mar neighborhood, just in time for the arrival of their new baby. If you remember the feeling of how wonderful it was to purchase your first home, that’s what I’d like to bring to other first-time homebuyers in Boca Raton.”

Changing The Script Technology-focused networking group: “I’d like to speak with the Chief Marketing Officer of Cross Match Technologies, a company that specializes in biometric identity management.” Locally-focused networking group: “I’d like to speak with the Director of Marketing of the Bridge Hotel in Boca Raton.” In the first example, since we’re dealing with a more specialized type of group, the industry is what’s specific. We can speak “the language” more and they’ll get it. In the general group, what’s specific is the location. The industry can be flexible.

When in doubt: Keep it to 1 profile Be precise with your profile Trust your networking partners to transfer what you do and who you are looking for to other industries : “ I know you mentioned you market country clubs, but do you also work with the financial industry? I have a friend at an accounting firm who could use your help.” Let them ASK. This gives you one more opportunity to educate them!!

Now that you know who you’re for and who you’re not for… Do you have the internal procedures in place to align with your target’s needs? Is your competition truly competing for the same target you are? How well is your company positioned to speak to that target? Do all of your marketing communications (online and offline) connect well with this target?

Need to make some adjustments? Good. This is where you make them.

How To Hunt A Moving Target

by Dan Gershenson

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 1

Statistics

How To Hunt A Moving Target Presentation Transcript