Target Marketing

•
Selling to businesses rather than to
retail consumers.
Selling into one market sector or into a wide
number of sectors (a 'market sector' is best defined
here as a particular industry or type of business).
Prepared to experiment a little, trying different
approaches.

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The KASH Consulting Group ~ Target Marketing (c) February 2013
Prelude

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You will be finding and contacting
people who are potential clients,
interviewing them to determine their
needs, presenting your solution that
illustrates how you can satisfy their
needs,helping them to make the
decision to buy and giving them
regular and continuous service.

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The guided missile
Today's anti-aircraft attack
method is far more effective. Just
one heat-seeking ground-to-air
missile is released, which homes
accurately in on its target.
That's what targeted marketing is all
about………………….

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A logical step-by step
procedure, each step building on
the previous one in a continuous
pattern that results in the
completion of a sale, as well as in
building a foundation for future
sales to new customers.
That's what targeted marketing is all about

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• Unless you are targeting just one specific prospect,
practical targeted marketing could, perhaps be more
accurately described as...
...Batch targeting
• This is where you break your overall target market down
into manageable segments - such as one specific industry, or
a geographical area, or a demographic profile. The segments
should not just be ones which are convenient to you, but ones
which allow you to direct, to one specific target market,
promotional messages which:
 Are highly relevant to the prospects in that sector.
 Convince them that you are a specialist in their own
activity / interest area.
 Show them that you can meet their own specific needs.

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What is required, first and foremost is
COMMITMENT
The quality of work that you do & the degree to
which you use this Market Strategy, will determine
your success. Ask yourself

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Knowledge
Sales Skills
Attitude Habits

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It is not the strongest of
the species that survives, nor
the most intelligent, but the
one most responsive
to change.” —Charles Darwin

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Eigthy Percent of your
sales success will be
determined by what is going
on your mind !
This is your Attitude.
The way you think about
yourself, your profession,
your attitude toward others
[ clients… situation………]
This is your
The K AS H Practice

• Your achievements
• How you think others see you
• Your purpose in life
• Your place in the world
• Your potential for success
• Your strengths and weaknesses
• Your social status and how you
relate to others
• Your independence or ability to stand
on your own feet
The K A S H Practice

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Self esteem - The major cause of failure in sales is the fear
of rejection, this fear is a reflection of low self – esteem.
Not personal - To build up your self-esteem and overcome the
fear of rejection you must first realize that rejection is not
personal; the prospect who refuse to meet you or buy your
product is rejecting the transaction - not you!
Remain calm, patient and persistent - You won’t be affected by
anything negative a prospect says or does !

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Customer also have a fear - They are afraid of making a
mistake, or being criticized for making a wrong decision.
Trust - The best way to convince a customer that the risk is
low, is to establish a relationship based on trust.

Help Yourself appreciate yourself more.
Be more confident in your abilities.
Feel better about yourself.
Improve your confidence.
Think and talk positively.
Raise your sights < EXPLORE NEW POSSIBILITIES >
< PUSH BACK YOUR LIMITATIONS >
Visualize yourself as the best you can be.
Develop a clear sense of direction.
Expect the best of yourself in every situation

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Stage One
1. analysis Situation
2. Understanding the market, customers and
competition.

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Narrative description of the market, identifying your
target market & understanding its dynamics
In-depth analysis of your Territory / Target market
Determining typical interests & Things that are unique
about the needs & wants of your potential clients
Where and how you can get more detailed information
about your Market / Territory

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Build an apparatus to enable you Identify & Localize
opportunities
Consider Entry barriers
Analyze and understand Current & Future competition
[transferring data into intelligence]

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Selection of key target market sectors
Identifying what types of customers you
want to do business with

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Identifying particular sufficiently large (and profitable)
segments, within your target market, with special needs &
wants in order to develop differentiated marketing
strategies and programs for each of those segments
Specific Bases For Segmentation
Categories of products / services
Type of buying firm
Size of organization
Organization structure & buying decision hierarchy
Urgency of need
Existing customers vis a vis new ones
Geographic location

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So, sit down and think of, say, 6 market
sectors - types of organizations - which
could contain good potential customers.
And don't say "we can sell to anyone“.
This is targeted marketing, remember.
Some of the criteria you could use to
select the key targets might be:
/Identifying what types of customers you
want to do business with…./

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Sectors into which you have sold in the past, or
where you have current customers - so you
can demonstrate some credibility in
understanding their specific needs.
Sectors where your product might have an edge
over your competitors.
Sectors which are increasingly developing a
need for your services.
Geographical sectors where you have a distance
advantage over your competitors.

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Come on... do a bit of
creative thinking….
Remember - SIX different
market (or geographical)
sectors to start with.

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Selection of relevant organizations and identifying
relevant names of individuals among the chosen
organizations to be approached by you
How & Where you can get detailed information on the
relevant organizations & individuals?

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Step 1 ~List research
Compiling lists of
potential customers
Preferred Techniques used by High Achievers
Center of influences & Referred Leads

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Here are a few sources to try
Yellow Pages
Business directories :.. such as Kompass and
Dun & Bradstreet. Chambers of Commerce
and town authorities also sometimes make
available lists of local companies, categorized
by industry. Business directories sometimes
have named contacts listed for each company

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Trade directories: There are literally
thousands of trade directories, most of
them highly industry specific.
Mailing list brokers: These are my favorites for
three reasons:
They are often reasonably up to date
- if you deal with a reputable mailing list broker.
They often contain supplementary information on contacts,
number of employees, turnover
- which helps you to assess the size of the prospect.

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Trade show and exhibition
catalogues :
specific trade shows often have good
catalogues of exhibitors, who may be
relevant to your market sector. You can
sometimes get back numbers of
catalogues from the exhibition
organizers.

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Step 2 ~Telephone research
To ensure that the
information gained from the lists is
accurate, and to get any
supplementary information not
included in the mailing lists

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Don't believe that the lists you have compiled are accurate!
The chances are that they will not be up to date.
In particular, people will have changed and,
since you will be writing to them personally it is vital
that you get the right name.
So the purpose of this stage is to check the name, position
and email of the decision maker or decision influencer –
who is most likely to be in a position to buy,
or authorize the buying of your product or service
At the same time, you can check that the company hasn't moved
(they do, you know!) and perhaps get other useful information
to let you know if they are a real prospect.
/Step 2 ~Telephone research/

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Step 3 ~ Prospect selection
Based on the lists and
telephone research,
to eliminate any inappropriate prospects
and / or to produce a smaller,
manageable sub-lists for emailing

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This one is relatively easy.
Based on what you have learnt
from your telephone research,
you can now start to refine the
list that you are going to email
out to in a few days time.
And because of your careful
research, you're going to hit some
highly qualified prospects.
/Step 3 ~ Prospect selection/

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Emailshot
Sending out an Email
and appropriate sales literature
to the selected prospects

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At this point, let me say that you will not be emailing out
thousands, or even hundreds of emails a week. Only enough
that you can comfortably follow up by telephone within a week
or so of sending out the email shot .
So, having selected which your first target market sector is going
to be, research 50 - 60 at the most to check that your
information is correct.
Remember, what you are aiming to do each week is to:
 Research some names on the lists.
 Select some names for mailshots.
 Send out some email shots.
 Follow up some email shots.
In this way, a continuous process will be created and the
marketing impetus will be maintained.
So bear this weekly list of tasks in mind when deciding how many
names to research in one batch……………
/Emailshot/

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If you've got doubts about direct email (i.e. you
think of it as 'junk' mail), don't take my word
for it. Look at who's using it. over 500 million
$ every year is spent on this medium, most of
it by large corporations. They wouldn't keep
spending this sort of money if it were wasted.
Maybe your view is colored by the fact that
you throw most of your 'junk 'email away.
Quite right.. because most of it is not
targeted; you are not interested in it.
But you are doing better .Because you have
taken the trouble to research and qualify
prospects
Your direct email will be more effective……
/Emailshot/

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Telephone follow-up
This is where you really go for whatever it is you are wanting –
a sales meeting
a trial order
the opportunity to quote……
whatever is your objective

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So... the email has gone out,
with a strong message addressed
directly to the right decision maker
/ influencer, at the right address.
Up to this point, you probably feel
comfortable. But now comes the
crunch.. you are going to have to
face REJECTION!
/Telephone follow-up/

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To demonstrate a telephone outbound
technique to arouse interest, selling
the interview not the solution!
To demonstrate the ability to counter
objections to an interview such as
“Not interested” “No time”, “
The K A SH Practice

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Yes, that's right. When you start to
telephone all of these carefully
targeted, carefully researched
folks who have had just the right
message aimed at them, a lot of
people are going to say (in so
many words):
"NO ,I AM NOT INTERESTED IN
WHAT YOU ARE OFFERING."

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Be absolutely clear in your mind what you
expect from this telephone call.
Do you want a sales meeting? An
opportunity to quote? A trial order? Or
just that the prospect keeps your
literature on file (more than this, I
hope!).
Most of my clients tell me:
"If I can get face-to-face with the
prospects, I can sell to them."
And this probably applies to you.
Be CLEAR on what you want from this call. If
you're not, then forget it.

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The sale
processThe KASH Consulting Group ~ Target Marketing (c) February 2013

Five Buying decisions in the course of a major sale
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The sale process
To sell successfully you must do 4 things
• 1/Prospecting ~You must find the people who are capable
of buying your product or service.
[ This was done in the previous stages].
• Qualifying ~ You must uncover the problem or need your
prospect has that your product or service can satisfy.
• Presenting ~ You must demonstrate to the prospect
That your product or service is the best – choice solution
To his needs/problems.
• Closing ~ You must answer his questions, deal with rejections
and get commitment from him to take action.
2~3~4/To manage the face-to-face sales meeting

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10% Rapport
20% Qualifying
30% Presenting
(the product/service(
40% Closing
Weak and poor salesmen

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40%
30%
20%
10%
Establish rapport/ Building trust
Listening
Qualifying &
Identifying needs
Presenting solutions
Closing
High Achievers & Good salesmen

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Preferred Technique used by High Achievers
Instead of talking & talking, they ask questions and wait
patiently in silence for the answer!

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Presenting the solution
Presenting the solution in no technical language
Putting the prospect at ease
Appeals to prospect’s buying motives
To deliver a talk that will create a bridge between fact-finding
and the presentation, exhibiting prospect’s recognized problems
and uncovered needs
Preparing Material & Equipment for this stage

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They translate features into benefits!
Obtains prospect’s agreement on minor points
Presenting the solution [2]
Establishes that this is a decision - making session

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OVERCOMING OBJECTIONS TO PRICE
You struggle with objections [ Including and
especially to pricing ] on a daily basis.
You lose business because prospects get stuck on
price.
Your pricing will never satisfy everyone.
But the following ideas will help you
eliminate pricing objections from the majority of your buyers.

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- Are you presenting your pricing
information too soon?
A price of ten dollars or ten thousand can scare
your prospects away if you give it to them too
soon.
After prospects have defined the value of the
service or product they're interested in and can
see themselves using it, then you present price.
OVERCOMING OBJECTIONS TO PRICE [2]

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The majority of purchases are
ultimately based on emotion.
Your prospects buy your products and services
for their own reasons, not yours.
Getting their attention by focusing your
marketing on their concerns.
Use questions to bring their emotional reasons
for making a purchase into the conversation.

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When you present the benefits of
your products or services, do so in the context
of your prospects emotional interests.
Reasons prospects buy include
fear, gain, comfort, security,
pride and personal satisfaction

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To help prospects
understand the value of your services,
don't tell them; ask them.
Most people learn by putting new ideas
into their own words.
Use questions to get prospects to identify
the ways they'll benefit from your
products.

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Ask them what they want, what
they are looking for, and how they expect to
benefit. Get your prospects to define their
aspirations and objectives for their purchase.
These questions actively engage your prospects.
By describing the benefits they are looking for
they begin to imagine how much better off
they'd be with your products and services.

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What questions can you ask to get
prospects to describe the value of your
products and services?

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Open ended
What ~ When ~ Where ~ Who ~ How ~ Why
“ Why are you saying that ?”
“ How do you feel about that ? “
“ Do you think this would be better than what you
are currently using ? “
“ In your opinion, is this the best choice of product
to solve this problem ? “
3 TYPES OF QUESTIONS
Power words : Feel ~ Think ~ In your opinion

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Closed ended
Are ~ will ~ is ~ have ~ did
“ Will you be making a decision within two
weeks ? “
“ Do you like what I’ ve shown you ? “
“Are you getting the kind of results that you
expected ? “
The negative answer question
3 TYPES OF QUESTIONS

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To use efficiently effective closing techniques
To use power phrases and motivating stories
They never give up! They never take a “no” as a final answer!
What can be done in advance to avoid objections?
The Close

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The “production” of satisfied
clients for life

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Ensure the quality of products and/or services*
Confirm specific service requirement for individual customer*
Schedule & perform maintenance (where needed)*
Provide efficient after - sales services*
Handle warranties and claims*
Respond to customer inquiries*
Manage customer complaints*
Create commitment & procedure for constant improvement*

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Recording Measuring Monitoring
So that you know what has worked
what has not
what actions you need to take next.

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Measure organizational performance by creating
effective measurement systems
*
Measure products and services quality*
Measure productivity*
Measure the marketing / sales efforts & performance
effectiveness
*

P.O.Box 43 Givat – Chen 43905 Israel
+972.77.4000.041
gilad@consultant.com
My goal is to help you achieve your personal and business
goals faster and easier than you ever imagined and to
improve your company's sales & profits.
If you have already cut costs to the bone,
the only path to a better bottom line is to growth your top line.
If you are looking for a positive change in your
business, call me today for a FREE one hour
consultation & need assessment, I have proven
solutions & can make them work for you.
74

Target Marketing

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