Your Target Market

In order successful market any product or service,
you must attract and serve your target market.

If you have a business, you have a target market. Identifying the group of people that want what you have to offer is essential to your business success.

If you are serious about the success of your business, and ultimately, your own success, you are creating a business plan, and part of your business plan is identifying your target audience.

1. You identify your target market in your business plan.
2. You use that information to in your marketing mix.

If you start marketing your business without knowing who will buy what you are selling, you will waste time, effort and money talking to people who will never be interested in what you have to offer!

Your Target Market

Image Courtesy of ViZZZual.com

What is your product or service?

Who wants it?

In order to market your business successfully, you need to know who your customer is, what they are looking for, and how you will serve their needs.

If you are not talking to the right people about your business, you will not be in business for very long.

Your target market includes anyone who wants what you have. Your target market can be narrowed by gender, race, income level, age or social status, among other things.

If you don't show people how you can make their life easier or solve their problem... they won't buy anything from you.
If they don't like you... they won't buy from you.

If people don't feel like you have what they need, they are going to buy from someone else. It doesn't matter how hard you try to sell somebody something...

People buy from you for one of two reasons.

1. There is something missing in their life (want)
             or
   
2. They are looking to fix a problem that they have (need)

Everyone Hates to be Sold

Just think about the last time somebody tried to sell you something...

You walk into a store and a salesperson meets you at the door.
Or maybe a pushy telemarker calls you at home at dinner time...
Your guard goes up and most likely, you don't buy anything.

Now, think about the last time you bought something you really wanted.
You felt pretty good, didn't you?

Image Courtesy of Intersection Consulting

And, if you needed help finding what you were looking for and someone helped you to find it, you were probably glad they were there to help you out...

But nobody sold you anything... they saw that you were looking for something and they gave you what you wanted.

You bought what you needed and wanted. And you bought it because it filled some hole you had in your life. Buying is an emotional thing. We buy because it feels good. We don't buy if we don't feel good.

Serve, Don't Sell

When we are being sold, we automatically go into a defensive mode. We think that a salesperson is just trying to get our money, and if they are trying to sell us something we don't want, they are wasting their time and ours...
they are not selling to their target market.

When we get the feeling that the person who is talking to us is only trying to make a buck... we back away.

But what about someone who is offering help?

Every product or your service solves a problem for a particular person... when you know who that person is, you have identified your target market. Marketing is not about money. Marketing is about people and more specifically; marketing is about individuals. You are marketing to one person at a time. And the question that will keep your marketing on track is:

Miracle On 34th Street

"How can I help you?"

Remember the scene in the original 1947 version of Miracle on 34th Street where Santa (Kris Kringle) sends a customer to the competing Gimbel's department store for something better than what Macy's has? This approach to salesmanship excites customers and if you embrace it you will have a very successful business.

If you don't want to help people, or you try to trick them into buying from you... you may make some sales, but your success will be short lived... and you will ultimately fail.

That is the kind of customer service that makes people realize you are really trying to help them. If you enter the marketplace to help people with their problems, you will build trust, and people only buy from people that they trust. You still have to offer them a solution to their problem, but if they trust you they will listen.

Return Home from Target Market

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