By: Patty Baldwin | ![]() |
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Everywhere you go on the Internet you find the words, "target market." What do they mean? What does it have to do with you? Well it has everything to do with your success in sales. Let me give you an example. A few weeks ago an online entrepreneur asked me to review a direct sales presentation for him. Let's call him "Joe". His product and service is excellent. Top quality and performance, excellent customer service and support. The product will produce desired results for any business advertising online. In this particular case, Joe's potential customer is in the furniture manufacturing business. The company owns a small chain of outlet stores and advertises on the Internet. Basically, an excellent candidate for Joe's offer. Well, Joe sent me his package. In the offline world, it would have required UPS to deliver it with a hand truck! Now, that is an overstatement, but it consisted of a three-page cover letter, with four separate attachments and a CD presentation that he was going to mail as a follow-up. Here's my response to Joe:
Now, what was the message to Joe? Do Your Homework. Mr. Jones doesn't give a rip about your product unless it can fulfill his needs, but first you have to know what those needs are. Joe's presentation, which probably took him hours if not days to prepare, was a classic case of overkill. The two sites referred to would have given Joe all the ammunition he needed to prepare an effective presentation and in just a few short minutes. By the way, the research tools that I use to study markets, trends, and individual sites are listed below. Both are free to download and are priceless.
Ready, Aim ... Get Ready To Fire! |
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