Don't Try Selling to Everyone!

I often ask businesspeople, "who is your targeted market," your "ideal customer?" Most of the time the answers I receive are a disappointing: "Everybody."

Naturally we all want to sell our products and services to as many prospects as possible but, let's face it, we can't sell to everyone - especially if we have a limited promotional budget. The problem of trying to appeal to "Everybody" is that your message becomes so diluted that it becomes irrelevant to all instead of important to some.

So we have to identify and define a targeted "ideal" customer, develop methods to attract them, and become important to them. In marketing terms, this is called "Niche Marketing." It is effective because, if your marketing communicates well to those "ideal prospects," they will realize the benefits of buying from you.

It is far less expensive to market to a narrow niche than it is to attempt to attract "Everybody." It is far easier to develop a brand that resonates with a narrow niche than one that attracts "Everybody." It is far easier to develop customer service and retention programs that the narrow niche will react positively to than programs designed for "Everybody." It is far easier to become a big fish in a small pond than becoming a mid-size fish in an ocean.

Marketing to a specific niche requires that the targeted market is clearly defined and identified and that, through research, it is determined that the niche is large enough to support your ambitions. Once the prospects are defined and identified, a strategy to reach those prospective "ideal customers" is created, tested, and assuming the tests are successful, the strategy is implemented. When those targeted "ideal customers" start buying, the service and retention programs you designed to keep them returning to buy from you kick in and you are then successfully marketing to a specific niche. Yes, I know that this is much easier said than done, but I can assure you that this process is far more effective and successful attempting to sell to "Everybody!"

By Larry Galler