I can’t tell you how many times I’ve had to tell a client that…no, no, no…EVERYONE is not your target market. It’s nice to think the everyone will love your product/service and hey, my hats off to you for the confidence. However, the reality is it’s not always the case. You should have a clear focus on your niche and this article written by my good friend Biba Pedron speaks to this issue. Take notes and enjoy….

Also be sure to listen to this mini-exercise you can do to figure out who your target is…in this 5 min. Own Your Power Podcast called: Design Your Ideal Customer.

Its play time! Use your imagination with this eye-opening exercise to work on designing the blue print for your idea customer. Get a pen and pad and knock this out in 10 minutes.

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