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Atricle Dump - Target Your Market
Can leadership exist where there is no vision? For perspective, let us review the Story of the Three Stonemasons.Three stonemasons were busy at work when a passerby asked them, “What are you doing?”The first stonemason responded, “Laying bricks, sir.”The second mason answered, “Earning a living.”But, when asked by the passerby what he was doing, the third stonemason said, “I’m building a cathedral.”The third craftsperson had a vision and saw the greater purpose of their labor. It was the third
Business directories are invaluable. They list businesses geographically and according to industry sector. They also give you the products offered, the number of employees, sales figures and the principles involved.
Armed with this information, you can survey a number of these potential targets to confirm they are in need of your benefits. Remember, these are not sales calls. A
I came across some thoughts on how KM is being reflected through cartoons.Cartoons are fun but they do not just provide entertainment value alone. They also teach us a lot. How to be sportive, how to recover from a deadlock situation, how to look at the lighter side of things, how to forgive, how to laugh out openly, how to be creative and a whole lot more. Cartoons certainly prove a point or two in the examples below.Jerry writes a book on Tom and Jerry’s encounters and gets a sack of money for it from the publish
How much do you need to know about them? Enough to have all the clues on how to reach them, and what to say, when you do. Finding your target is vital, so whatever method you choose, do it properly and test your assumptions.
Research
The best place to start is with what you already know. What does your company know about its clients? Do you already have a perfect client--the one you wish you had more of? Examine their demographics. Who are they, where are they, what are they spending, what are they earning, how many employees do they have? And any other information that may help you build a clear picture.
Now, identify what need your product or service is fulfilling. Who needs your product or service the most? What industry are they in? Where are they located and how can you reach them?
Further Research
Once you have exhausted your internal research, go further. Interview potential prospects. Ask questions that deal with the benefits you bring: Is there a need? Is there awareness of your type of offering? Try to identify any unfulfilled needs: price, service or other benefits. See if there are any weaknesses in the competition. If all those you survey are happy with their present supplier, you should ask yourself if is this the right target.
If you are targeting specific industries, read their trade magazines and investigate their associations. Associations often publish directories with statistics concerning their members. These can be found in your local library. Boards of trade put out listings of their members, divided into services provided.
Business directories are invaluable. They list businesses geographically and according to industry sector. They also give you the products offered, the number of employees, sales figures and the principles involved.
Armed with this information, you can survey a number of these potential targets to confirm they are in need of your benefits. Remember, these are not sales calls. As
Trying to start a successful Internet business? Are you overwhelmed with the many online business programs available or worried that you'll lose money by investing in them? While many offers sound too good to be true, there are some very good ones available - but how can you be sure? Learning to read between the lines will better prepare you for what's seriously involved.Many Internet businesses are simple to operate. If you understand how it works you will be amazed at the simplicity - but getting to that point will requ
Research
The best place to start is with what you already know. What does your company know about its clients? Do you already have a perfect client--the one you wish you had more of? Examine their demographics. Who are they, where are they, what are they spending, what are they earning, how many employees do they have? And any other information that may help you build a clear picture.
Now, identify what need your product or service is fulfilling. Who needs your product or service the most? What industry are they in? Where are they located and how can you reach them?
Further Research
Once you have exhausted your internal research, go further. Interview potential prospects. Ask questions that deal with the benefits you bring: Is there a need? Is there awareness of your type of offering? Try to identify any unfulfilled needs: price, service or other benefits. See if there are any weaknesses in the competition. If all those you survey are happy with their present supplier, you should ask yourself if is this the right target.
If you are targeting specific industries, read their trade magazines and investigate their associations. Associations often publish directories with statistics concerning their members. These can be found in your local library. Boards of trade put out listings of their members, divided into services provided.
Business directories are invaluable. They list businesses geographically and according to industry sector. They also give you the products offered, the number of employees, sales figures and the principles involved.
Armed with this information, you can survey a number of these potential targets to confirm they are in need of your benefits. Remember, these are not sales calls. A
It's a brave new world. Effective management now means more than how you handle your staff. Management also includes how you manage your social reproducibility to others in your community. "There is no way to avoid paying serious attention to corporate citizenship: the costs of failing are simply too high. There are countless win-win opportunities waiting to be discovered: every activity in a firm's value chain overlaps in some way with social factors - everything from how you buy or procure to how you do your research - yet ver
Further Research
Once you have exhausted your internal research, go further. Interview potential prospects. Ask questions that deal with the benefits you bring: Is there a need? Is there awareness of your type of offering? Try to identify any unfulfilled needs: price, service or other benefits. See if there are any weaknesses in the competition. If all those you survey are happy with their present supplier, you should ask yourself if is this the right target.
If you are targeting specific industries, read their trade magazines and investigate their associations. Associations often publish directories with statistics concerning their members. These can be found in your local library. Boards of trade put out listings of their members, divided into services provided.
Business directories are invaluable. They list businesses geographically and according to industry sector. They also give you the products offered, the number of employees, sales figures and the principles involved.
Armed with this information, you can survey a number of these potential targets to confirm they are in need of your benefits. Remember, these are not sales calls. A
If you haven’t heard of Yale economist, Robert Shiller, hold on to your hat, because you will…and soon. He is the author of the runaway bestseller, Irrational Exuberance, which showed how breakthroughs in technology always seem to result in bubbles in the stock market. Then unfortunately, these bubbles are usually followed by catastrophes. How many people do you know who lost part or all of their job or retirement nest egg in the dot bomb market of the late nineties? Shiller has recently written another b
If you are targeting specific industries, read their trade magazines and investigate their associations. Associations often publish directories with statistics concerning their members. These can be found in your local library. Boards of trade put out listings of their members, divided into services provided.
Business directories are invaluable. They list businesses geographically and according to industry sector. They also give you the products offered, the number of employees, sales figures and the principles involved.
Armed with this information, you can survey a number of these potential targets to confirm they are in need of your benefits. Remember, these are not sales calls. A
The Committee of Sponsoring Organizations published an enterprise risk management integrated framework in 2002, which has helped companies that were desperately seeking a good enterprise risk management program. The framework guides companies to customize enterprise risk management. This framework has created an awareness to comprehend the risks their companies face, judge how well equipped they are to meet the risks, what steps needed to be taken to minimize the risks and counter them and to make sure risk analysis is an ongoin
Business directories are invaluable. They list businesses geographically and according to industry sector. They also give you the products offered, the number of employees, sales figures and the principles involved.
Armed with this information, you can survey a number of these potential targets to confirm they are in need of your benefits. Remember, these are not sales calls. Ask for 5 minutes of their time, and ask only non-sales questions. Simply gather data and thank them for their time. Resist pitching yourself.
You now have an idea of who your target is and where they are, but what are they thinking? How much do they know and what do they need to know? This brings you to the world of Psychographics.
Psychographics don’t come from Jo Jo the Psychic reading your target’s mind (although, it would be nice). They relate to how your target thinks about certain issues, and the way they do business. Much of this information comes from studying your potential targets. Put yourself in their shoes. Talk their language, think their thoughts, feel their emotions, respond to their cues. To catch a fish you have to think like a fish.
If this all sounds daunting, you may want to hire a research company. This can be expensive, but if you don’t have the skills, time or the inclination to do it yourself, it’s perfect. Any research company worth its salt can identify your target down to the colour of their underwear (if they wear any).
The tighter your focus, the more effective your materials can be.
All your prospects have different levels of awareness of your type of product/ service. Using Capstone’s Awareness Scale™, divide your potential prospects into three groups:
1. Those who are unaware of the existence or the benefits of your type of product/ service. This is the Educational Target.
2. Those who are aware but unsure or unconvinced. This is the Doubter Target.
3. Those who are convinced and buying. This is the Differentiation Target.
Once you define your ideal prospect, you’re set. This perfect buyer falls in the middle of a bell curve of prospects with similar wants and needs. The positioning and communication strategies and
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