Zoom In On Your Top Prospects:4 Steps To Your Ideal 2018 Target Market

POP QUIZ:Which of the following is the

biggest drag on sales success?

Reps don’t spend their time on the right prospects

Reps don’t know what to say on phone / in appointments

Reps don’t use the right tools (e.g., email marketing, CRM)

THE 40-40-20 RULE of LEAD-GEN

LIST (40%)

If you don’t TARGET THE RIGHT PEOPLE, your results

will always be mediocre.

OFFER (40%)

When you OFFER VALUE to your prospect, you give them a

REASON TO ACT. Otherwise, they won’t.

OTHER (20%)

WHAT YOU SAY (words) and HOW YOU SAY IT (images, design, visual appearance) are

important, too.

3 PRIMARY FACTORS determine the success of your lead generation:

YOUR LIST = YOUR TARGET MARKET

Your SUCCESS RATE goes up, and you can sell more stuff in the same amount of time.

When your TARGET MARKET is filled with your BEST PROSPECTS, you spend more time on prospects likely to buy.

Zoom In (Not Out)

STEP 1

My target market is

HUGE!

My target market is

small.

Target market? I’ll eat

anything.

My target market is clear and focused.

WHICH BIZ-DEV ANIMAL ARE YOU?

TARGET MARKETS AREN’T ABOUT SIZE... ...THEY’RE ABOUT FOCUS.

TARGET MARKET FOCUS: THE JELLY BEAN TEST

If you only like RED and BLUE jelly beans, are you better off with a bigger jar? Or separate jars that let you pick your color?

SLOW, INEFFICIENT TARGETED, FAST, EFFICIENT → HIGHER SUCCESS RATE

KEY POINTS

Your time is irreplaceable; use it wisely

Even if you sell to “everyone,” some leads are better

Focus on strongest leads = more appointments & sales

In BWise, use the DESIGN QUERY feature to focus your target market according to your ideal demographic criteria

BWise User Tip

Start With Your Current Clients

STEP 2

YOUR CLIENTS → YOUR STARTER CHECKLIST

Your CURRENT CLIENTS are FORMER PROSPECTS who already decided to buy from you. Use their demographics as a starting point:

INDUSTRY SIZE SALES

LOCATIONSTRUCTURE REACH

◯ Banking◯ Telecom◯ Etc.

◯ Large◯ Medium◯ Small

◯ <$25M◯ $25-100M◯ >$100M

◯ Public◯ Private◯ Other

◯ Local◯ National◯ Global

◯ Office◯ Industrial◯ Retail

KEY POINTS

Current clients offer a roadmap to sales success

Some client relationships are better; focus on those

Not sure why a client bought from you? Ask them!

From a client profile in BWise, click FIND LIKE to pull up a list of similar companies

BWise User Tip

Filter For Your Ideal Prospect

STEP 3

CREATE YOUR “SECONDARY” LIST

Not every contact in your target demographic is a good prospect for you. QUALIFY your prospects by applying ADDITIONAL FILTERS to hone your list.

“EVERYONE” = WEAK & WATERED DOWN

CLIENT DEMOGRAPHICS = STRONGER

QUALIFIED PROSPECTS = STRONGEST

DIG DEEPER: 5 QUESTIONS FOR YOUR CURRENT CLIENTS

“Name 3 PROBLEMS or CHALLENGES

you faced that we’ve helped you address.”

“How long were you ACTIVELY

LOOKING for a solution?”

“As you considered investing, WHAT

WAS APPEALING TO YOU about our product or service?”

“With other options available to you, why did

you choose to invest with us RATHER THAN

OUR COMPETITORS?”

“Was there ONE THING OR

MOMENT that made you decide to invest?”

...TO UNCOVER THE CHALLENGES YOUR IDEAL PROSPECTS FACE.

ASK YOUR CLIENTS THESE 5 QUESTIONS...

KEY POINTS

Your target market is more than just a list of prospects

It’s a set of demographic & psychographic criteria

Your goal: maximize time with strongest prospects

BWise users can add USER-DEFINED FIELDS to each profile to further refine their target market criteria and qualify prospects in real time

BWise User Tip

Sharpen & Repeat

STEP 4

THE LIFE CYCLE OF A TARGET MARKET

Without any changes, the POWER of your target market can FADE over time...

ALWAYS REVIEW... ...AND REVISE......STAYS FRESH!

...SO YOUR TARGET MARKET...

KEY POINTS

Review client list: any changes?

Measure results vs. expectations: any surprises?

Economic landscape: any new markets / opportunities?

INSIDERS

© Business Wise Inc. 2017

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Suite 404Addison, TX 75001

T. 214.306.0605