Stop
Pitching Everybody and Nobody and
Start Selling to Your Target Market
by
Biba F. Pedron
I
recently hosted my monthly event and noticed, once again,
that one of the reasons why people don’t attract the
right target at networking events is because they are so vague
in describing their business or services that nobody can remember
them.
As always, I welcome everybody who attends my event, and if
they are there for the first time, ask them what they do,
how I can help them and, more importantly, how I can connect
them with the right contact. (Remember, people refer me as
The Connection Queen for a reason).
Here
are two specific examples of “NO-NO” in networking
First
example - One attendee was recently laid off, and
therefore looking for a new job. I guess this person wanted
to use this opportunity to explore new areas of business,
but when I asked her: “What kind of job are you looking
for”, her answer was: “Oh, I can do everything.
I speak four languages, and I am ready to try anything. Do
you know who I could talk to?”
So I asked her to be more specific, because when she says
“everything”, I don’t know what kind of
job that is. I tried to get her specialty or area of expertise
but always got the same answer: “No, I don’t really
know what to do, I can just do everything”.
So how can anyone be able to help this person,
or refer her to any of their contacts. If she doesn’t
know what she is looking for, how can they know?
Second
example - Then I spoke with a person from an insurance
company. When I asked: “who is your target market”,
her answer was: “everyone”. Once again I tried
to get a more specific answer, but this person said: “I
can work with everybody, individuals, professionals, corporations
anyone who needs insurance.”
So how do I help her? I can’t think
of each of the 3,000 people in my network, but if I had a
specific target, that would have helped me. For example, I
know a financial advisor who specializes in people in entertainment.
Since he has a niche, each time I meet somebody in this area,
I think about him and can refer his name.
I also get this answer, very often from women
selling cosmetics: “I can sell to everyone who has skin
and hair”. This is not a specific answer, it is too
vague. So even if we (women) all need daily cream, anti-aging
cream or make up, we will not become their clients just like
that and just because they sell XYZ brand.
So did you notice that when you say to people
that your target market is “everybody”, you usually
leave without any referrals?
For me “everybody” means “nobody”,
and that tells me a lot about the person in front of me, because
people who try to sell to everybody are usually the same people
who struggle in their business. This for one reason, and one
reason only; you just can’t sell to everybody. When
you know your niche or target market, it becomes much easier
to communicate with your prospects and clients. Now you know
how to approach them, you know their main problems and how
to solve them. You know where to find them and can network
in targeted organizations. You know where to advertise, because
you know what they read and what their interests are. You
know who they are and where to find them.
This doesn’t mean that if somebody out
of your target market contacts you, you will answer: “No,
sorry. You not part of my target market. I can’t work
with you.” Of course you will take him or her as a client,
but when you concentrate on your target market, you attract
a lot of more clients in less time.
Instead of going to every event in the city,
expecting that one person might be the right fit for you,
join events related to your industry and your target market.
Just fish where the fish are.
So
if you want people to remember you and give you referrals,
be clear and very specific about what you do. Make it easy
for people to help you – in other words, help them to
help you. Be clear on what you do and what you want, so others
will be clear on what you need. Then watch the numbers of
referrals you will get.
Still having trouble defining your target market and/or
describing your services in 30 seconds or less? You’re
definitely not the only one. The good news is that I’ve
developed a 5 step program that will help you to define your
niche, create an effective elevator pitch, redesign your business
card so that you will be unique and memorable, and choose
the best networking groups for your business, to turn more
prospects into clients.
So, stop spending your time attending all
events without any results. Do not attend another networking
function without reading “Power of Networking Secrets”.
Get
your own copy NOW www.powerofnetworkingsecrets.com
(c)
2007 Biba F. Pédron
About the author
Biba
F. Pédron, also known as The Connection
Queen, is a marketing consultant, founder of Biba4Network,
that specializes in networking for small business owners in
the greater New York area an in France. Biba helps entrepreneurs
to maximize their networking results so that they can grow
their businesses faster.
Biba
is the author of “Start Your Dream Business Today! The
Proven 11 Steps to Start and Grow Your Own Business”.
www.startyourdreambusinesstoday.com
For
more information or to receive free tips like this one, please
visit
www.theconnectionqueen.com
NOTE:
You’re welcome to “reprint” this article
online as long as it remains complete and unaltered (including
the “about the author” info at the end), and you
send a copy of your reprint Biba
F. Pedron
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