If you’re interested in getting more sales meetings with potential customers, this article will be very valuable to you.
Gary Halbert, one of the greatest copywriters of all time, used to ask his students this question in his seminars:
“If you and I both owned a hamburger stand and we were in a contest to see who could sell the most hamburgers, what advantages would you most like to have on your side to help you win?”
Some of the students said “superior meat.” Others “sesame seed buns.” Others “good location.” Still others “the lowest price.”
When they finished, Gary would say, “O.K., I’ll give you every single advantage you have asked for. I only want one advantage and I’ll whip the pants off all of you.”
What was the advantage?
A starving crowd.
Selling to the right market has a disproportionate amount of impact on wether or not your sales efforts will be successful.
No matter how good your product or service is, what you have to offer must provide value by solving a painful problem for your prospect.
Don’t believe me?
According to CB Insights, the number one reason startups fail (42%) is due to “no market need,” i.e. they didn’t solve a big enough problem.
Think about it this way:
Buyers: If a sales rep called you to demo their product after you just signed a big contract with their competitor, would you take the meeting?
Sales Reps: How many times have you gotten the response, “sorry we already work with [insert your competitor]” or “we just signed with [insert your competitor].”
Here are some ways you can find your hungry crowd:
• Determine your differentiator – What do you bring to the marketplace that’s unique?
• Figure out the problem you solve – What pain do you relieve for your customer? Get specific.
• Drill down into your target market – Go narrow instead of broad. Figure out the subset of your customer base that gets the most value out of your offering.
• Go deeper than demographics – Research and uncover your ideal customer’s psychographics as well.
• Talk to your customers – figure out why they bought from you.
Lastly, take what you’ve learned from doing your due diligence and use your findings to craft better and more relevant messaging in your outreach campaigns, marketing material, sales scripts, etc.
Who’s your ideal customer and what problem do you solve for them? Let me know in the comments!
Image Credit: http://clickprofits.com.au/marketing-tips-gary-halbert/