.
Stop pitching everybody and nobody and start selling to your target market
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
© 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. 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”. http://www.startyourdreambusinesstoday.com
For more information or to receive free tips like this one, please visit
http://www.theconnectionqueen.com
- Related Videos
- Related Articles
- Ask / Related Q&A
- New York Small Business Web Design
- Get Flyer Printing in New York and Business Card Printing in New York for Better Exposure
- How to Reduce an Unavoidable Expense and in Turn Better Your Company – New York City Business
- New York Requires Business Auto Insurance
- Health Insurance Options For the Self-Employed in New York
- Business Credit Lines-long Island, New York: Using Business Credit Cards Effectively
- How Businesses Use Services for Board Up in New York
- Accounting New York- Hired Professional Accounting Help
Small Business Owner Shares His Opinion on Health Insurance
By: Trent Mcmahon | 04/01/2010The United States Senate is working to begin debate this month on the "Patient Protection and Affordable Care Act." While health insurance reforms are needed, this legislation as drafted will raise costs for business, starting with billions of dollars in new taxes.
Singapore an ideal location to set up your business in 2010
By: Paul Media | 04/01/2010news forecast about the economic growth of Singapore in year 2010
Serious Entrepreneurs Don’t Do Everything Themselves, They Outsource
By: Maryjean Howe | 03/01/2010Entrepreneurs are bold people who decide to do their own thing against all odds. Often to curtail costs and get things done quickly, they do all kind of jobs required in a business on their own. Unfortunatley, this is not always the best use of an entrepreneurs time, and, therefore, outsourcing can be a positive alternative.
How to Enroll clients into $125K Coaching Program?
By: Milana Leshinsky | 03/01/2010Over the weekend I attended what is going to become my most memorable event. I was stuck in "stand still" traffic for two hours on my way there, and I just kept thinking to myself: "This event better be worth it!" It was worth ten times more! After the main presentations were over, I found myself sitting at a dinner table with entrepreneurs. They were discussing coaching.
Following the Path of Success The Road Less Traveled From Farming to Big Business
By: Trent Mcmahon | 03/01/2010Deep within New York City, one of the United States’ most influential cities, there are innumerable possibilities. Each building holds a secret and a story.
Authentic Marketing: Invest in Yourself and Your Business by Taking Your Show on the Road
By: Suzanne Evans | 03/01/2010The safest and most lucrative investments you can make are in yourself and in your business. In this article, we will explore this concept and one of the most lucrative ways to implement it, by developing and serving an audience of buyers.
How Your Business Can Profit From Foam
By: Alex Weidmann | 02/01/2010From almost all areas of human life today is unthinkable without foam. Whether industrial, household, sports, for sound insulation can be used almost anywhere, in various forms of transportation and packaging, or for the production of health and wellness products - foams and foam moldings.
4 Signs Your Business Partnership will Fail
By: Kenneth Kaufman | 02/01/2010Business partnerships are one of the most unique and trying relationships we will ever enter. Some work, but most fail. I did a quick test. I searched Google for “business partner problems” and found about 169 million results. Compared to only 143 million results for what I assumed would be the more common term of “business partner,” I think it is clear that many struggle to make these arrangements work.
How to Attract New Clients Without Selling
By: biba pedron | 30/07/2007 | SalesAs a marketing consultant, one of my mission is to help people to grow their business, either by using networking as a marketing strategy, or helping them to find ways to attract more clients. But I like to show people the way I do it means selling without selling. My technique is to attract people and have them to come to me, instead of chasing them. This works much better than running after people to try to sell them my services.
Stop Pitching Everybody and Nobody and Start Selling to your Target Market
By: biba pedron | 04/06/2007 | EntrepreneurshipI 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.
How to Leverage your Time and Close More Deals
By: biba pedron | 07/05/2007 | BusinessWhatever your business or expertise is, you generally have to repeat the same things over and over to explain your business to new prospects. So why don’t you create a product to give to your prospects so they can learn more about you and your business, while you have more time to close deals.
16 Easy Lead Generation Techniques That Works
By: biba pedron | 12/04/2007 | Small BusinessOne of the comments that I hear the most from clients, professionals or small business owners, is that they don’t get enough leads to grow their business on a regular basis.
Article - How to Introduce your Business in 60 Seconds or Less
By: biba pedron | 17/03/2007 | Small BusinessAs a small business owner, we have various marketing options to promote our business: advertising, telemarketing, direct mail. But my favorite is definitely networking. First, it is the most low cost marketing tool and second it is a way to build long-term relationships with people. If advertising can give you a great result in one shot, networking will bring you more in the long run.
7 Simple Ways to Get New Clients Writing Articles
By: biba pedron | 10/03/2007 | Small BusinessAbout two months ago, a publisher from Canada contacted me to let me know that he had found online one of my articles, “12 common mistakes new entrepreneurs make and how to avoid them”, loved it, and asked if he could reprint it in his next edition. Guess what my answer was? “Of course, you are welcome!” I said, with a big smile.
How to Maximize the Benefits of a Networking Event?
By: biba pedron | 10/02/2007 | NetworkingEveryone needs to network: entrepreneurs, small business owners, job seekers! But does everyone maximize the benefits of networking?