Each month, The Farst Group provides valuable sales advice to help your business be as successful as you can imagine. Below is this month’s tip on what you can do TODAY to drive sales to new clients.
Find a niche and target the businesses or individuals in it
For example, suppose you’re a business attorney. Anyone can hire you, but when you deliberately choose a niche you are marketing your specialty to a specific group. The idea of this concept is to set your business apart from your competitors by being a specialist in a particular area and appealing to your prospects by providing a solution specific to their business. Your niche can change as often as you’d like, as long as you can truly provide expert service to the targets you choose. To ensure this technique is successful, below is a quick process you can use to get results fast.
1. Using a free online tool such as Reference USA (available at most libraries as well as on the library’s website), create a targeted mailing list. Reference USA allows you to enter very specific demographics to produce a mailing list that only contains businesses or individuals within your niche. Reference USA also provides names of many individuals within a company, as well as their job title, so you can be sure you’re reaching the proper person.
2. Create a flyer that targets your niche. It’s important that the flyer specifically addresses the business concerns of the niche you have chosen and how your company can provide a solution. This will ensure the reader understands why working with you is different than working with one of your competitors: You’re a specialist and you understand their business!
3. About a week after you mail the flyer, make follow-up calls to ensure the addressee received the flyer and ask if they have any questions or how you can help. Many people may not have seen it, or don’t remember it. That’s GREAT! Get their e-mail address and send it to them immediately!
4. It’s important that during this call you have a meaningful conversation with your prospect, so don’t try to sell anything. Remember, you’re an expert in their field so you can have a peer-to-peer discussion instead of a prospecting call.
5. Before you close the call, ask what your next step should be.
If you have questions about any of the steps listed above, be sure to contact us at sales@thefarstgroup.com
