I learned from Guy Kawasaki to have a mantra, not a mission statement. My mantra is this: It is all about qualifying, not closing. I’m talking about sales opportunities. If you do your work on the front end, you will bring more deals to “closure” than you can imagine – and you will save yourself and your company hours and hours of time chasing down unqualified deals trying to make them close.
All Business talks about qualifying leads and mentions how you don’t want to chase down every possible opportunity. By defining your target market, and by having a niche, you will have a head start in weeding out those companies and individuals who don’t fit your “window” – and believe me, you don’t want everyone to be a prospect. When everyone is a prospect, you can go in all different directions until your head spins. Even if you sell something like bottled water, you will have a target market and niche because of pricing, packaging, marketing, and other factors.
So if you are in the U.S., over the coming long holiday weekend, think of how you can further identify your target market – what it looks like, what the demographics are, and who ISN’T a prospect. This will take you far in further identifying who ARE your best prospects. Then the trick is to sell to the “low hanging fruit” first – grow the word of mouth and referrals, and expand.