If I've got a Heart Problem, I don't want a GP. I want a Heart Specialist.
"I'll work for anyone. Why do I care about defining a target market?"
"Target market? Tell him he's dreamin'!"
"And how does defining a target market help me attract more referrals anyway?"
Hello?Everyone.
Welcome to Presentations and Referrals?Newsletter number 5.
This newsletter?applies to referrals but you can certainly use the knowledge for marketing your presentations as well.
Financial Planners,?there's a special event below for you!
Let's jump in...
White Noise
That's all the marketing guff that doesn't apply to you.
And frankly, that's most of it, right?
Yep, we've all become very?adept at tuning out the guff that doesn't interest us.
Yet when your?senses detect something that makes you take notice, you pop up like a periscope,?dial down?the other static?and look around to assess the message and who's delivering it.
Then something magical happens...
You Make a Decision.
That may be -
Regardless of the decision, your potential customer will never get to the decision-making?point about your offer if they don't feel you're talking to them. In fact, you're part of the?annoying white noise they so effortlessly?tune out.
Why do you need to select a target market?
So (the right) someone?listens to you.
(Unfortunate Fact:-?It's hard to stay in?business if no one absorbs your messages.)
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By now, you know I can't resist a little story...
I was talking with a fellow who?hosts and distributes other people's podcasts a while ago. He had about 100 clients, most of whom were struggling to get a decent following. Then?he told me about one of his clients who was knocking it outta da park every week. He described her target market to me and immediately I knew why she was doing well...
Middle-aged, Mormon women?who have?marital issues.
That's quite specific, right? So tens of thousands of middle-age?Mormon women with?marital issues tune?in?weekly because the content?is of interest?to them.
Too many business owners are afraid to specify their target market because they fear?missing out on all the other business. Guys, if you're current strategy is delivering results that make you happy, keep doing it. If not, let's consider the above podcaster, Clara,?and a few other elements of her situation...
Clara has positioned herself at the head of the community she's formed. Her show represents a beacon of hope for listeners who want general advice on?their marital issues and, from her audience, potential clients approach Clara?so her skills can be used on their specific?issues.
Clara has become a recognised authority in her field.
Those Three Elements to Consider when Selecting Your Target Market
So let's now consider the three elements?to help you select?your target market while?learning a little from Clara's example...
And now let's briefly (I mean very briefly)?discuss how easy it is to refer potential clients to someone like Clara...
People know whom she helps.
People know her price tag.
People regard her as an expert.
So, it's very easy to refer?the right?potential clients?to her.
Additionally, Clara's conversion rate will be very high because her potential clients have confidence in her before they meet her.
Here's a simple truth...
If I've got a heart problem, I don't want to see a GP. I want a heart specialist.
Specialising Creates Confidence.?
Your target market's confidence in you helps?them do that magical thing...?make the?decision to buy or seek more information from?you.
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Here's what I?don't?want you to do...
Start a podcast expecting to get Clara's results because of what you've read here.
There are many other things to consider before you do that.?There are a gazillion podcasters out there and most are struggling to attract sufficient loyal listeners. Having trained radio announcers to deliver their shows, I know it's not simply a case of?Speak and They Shall Listen.
__________
There are a few courses below?you may like to familiarise yourself with below.
I hope all this has been an enjoyable and useful?way to spend a few moments.
Steve.
----------------
Special Zoom Event for Financial Planners Only
领英推荐
!!Save the Date!!
22/2/23
12pm-1:30pm
Understanding the Relationship Between Referrals & Sales
All proceeds donated to RUOKDay
$27.50
Yep, soon?I'll have the pleasure of working with?Dr Leanne Elich, who's got to be one of the most in-demand?people I know, as we collaborate to bring you the webinar above.
Leanne is an expert in sales psychology and we are both looking forward to making this a valuable event for Financial Planners.
Hit the link below to learn more and register.
https://www.eventbrite.com.au/e/business-insights-understanding-referrals-and-sales-tickets-443902774147?aff=ebdssbonlinesearch
______________
Other Upcoming Events...
How to Win Clients from an Audience
February 21, 10am-1pm AEDT for online group training + 90mins 1-2-1 coaching where we fit the presentation template to your business.
This training is producing amazing results for attendees. See testimonial below.
$449/person. Maximum number of attendees = 10
Hit the link to learn more and/or register...???
https://referralacademy.com.au/workshop-how-to-win-clients-from-an-audience/
Presented by Steve Sweeney
Testimonial
"It is very seldom that you meet an individual that can change the trajectory of your business within 60 minutes.?Steve Sweeney is that person.?I have had some phenomenal coaches - Sir, you are absolutely one of a kind and I am so appreciative of the fact that I have met you.?If you are not reaching out to him for presentation training, you are doing yourself, and your business a massive disservice."
Este Pretorious, Boost Sales
The Relationship?Between Referrals and Sales
February 22, 12noon - 1:30pm AEDT Online
Hit the link to learn more and/or register...???https://referralsandsales.eventbrite.com.au/
This session is specifically for?Financial Planners
All proceeds donated to charity.
$27.50/person. Maximum number attendees = 25
Presented by Dr Leanne Elich & Steve Sweeney
Testimonial
"Leanne Elich?GAICD is an authentic, energetic and brilliant Business Mentor & Sales Educator with incredible ideas and a heart of gold. She leads by example and her ideas are proven, tested and solid. Amazing lady with such a kind drive and I LOVE HER WORK!"
Edward Zia, Master Influence Coach
How to Win Clients from an Audience
March?21, 10am-1pm AEST for online group training + 90mins 1-2-1 coaching where we fir the presentation template to your business.
$449/person. Maximum number of attendees = 10
This training is producing amazing results for attendees. See testimonial below.
Hit the link to learn more and/or register...???
https://referralacademy.com.au/workshop-how-to-win-clients-from-an-audience/
Presented by Steve Sweeney
Testimonial
"At the first presentation after my training session, I got 8 potential clients - and I wasn’t even able to use all of the presentation nuggets I had in store.?If you want to stand out from the crowd and step up your presentation game, I can highly recommend Steve’s training. It’s money well spent!”
Anna Thellmann, Life Coach
How to Choose the Best Referral/Networking Group for Your Business
April 6, 10am - 11:30am AEDT Online
$25/person. Maximum number attendees = 15
Email Steve to learn more and/or [email protected]
Learn the key factors to understand?before spending thousands on a membership you may live to regret.
Presented by Steve Sweeney
Testimonial
"Steve’s experience and advice are an integral part not only to the growth of my business but to the growth of my client’s businesses as well.?His engaging and charismatic approach to referral marketing lifts you to?take action and?improve your business.??I have learnt a great deal from Steve in the short time I have been working with him and I will continue to engage him and refer him to my clients when they require additional strategies to effectively grow their business."
Darren Xerri, Principal Consultant Your Business First.
How to Fill Your Pipeline with Referrals
April 6, 1:30pm - 2:45pm AEDT Online
$25/person. Maximum number attendees = 15
Email Steve to learn more and/or [email protected]
Learn the referral process and exactly where you need to put your efforts to improve your outcomes.
Presented by Steve Sweeney
CFO/COO, Helping start ups succeed, Public Speaker, Radio Show Host SBN Ambassador to Vietnam
1 年A great post, thanks Steve Sweeney. The "I will work for anyone" attitude is so common for early solo entrepreneurs. I made this mistake myself, But will anyone want to work with you if you cannot present them with a solid value proposition? Globally there are 4 billion email accounts. As many folks have multiple email accounts, let's assume there are 2 billion discrete users. To get a following of 10,000 you only need to appeal to 0.0005% of email users. Find your niche and be the best in your chosen field.