If you have a business, you have a brand. Whether the target markets you want as customers know your brand and what it represents requires strategic thinking, target market research and a visual connection of what your business offers and what your target market feels they “must have.”
Surely you have heard, “you can’t be all things to all people.” Whether you want to provide all the products and services for the clients you wish to serve, most likely smart business decision makers are like smart shoppers. These folks want the very best but are willing to shop around to get the best price for what they want. There is less of a likelihood that larger corporations will take you seriously if you actually try to say you can provide everything they need. In fact, it is often the case that a great number of decision makers will appreciate what you have to say if you can state what you have that is superior than others in your product/service category.
With this information understood, it’s time to realistically consider what your business has to offer that is better than your competition while providing quality customer service long after the sale. There are several differentiators that apply to different products and services. Your job is to uncover what the differentiators are regarding your products and services. Then, keep it simple.
Once you find your ‘best of the best’ product and/or service, make sure you have enough possible targets that can benefit from what you have to offer.
Think like your target audience. If the decision maker bought your products and/or services how would it make their business day run smoother and/or grow their bottom line?
Once you know how to connect what you have to offer to the clients who you want as your customers, design your new business materials in a way the decision maker wants to be communicated to, while stating why the decision maker “must have” your products and/or services to enhance their company’s success.
What type of new business materials will you need to design? Once again, know your client.
- Will your target audience take time to review something tailor made for them if you sent something creative to reach their desk?
- Does your target market only respond to emails?
- Will your prospect be receptive to a phone call with you already having information on how you can help this decision maker based on your research of his/her company?
The more you know, the more your business will grow as well as the businesses of your new and existing clients.~