What a question to ask – would you rather be “Zeroed In Or Bailed Out?”
Recently I’ve had to pose this question to one of our clients. You see, at some point you have to figure out who your customers really are or you will be trying to get bailed out by someone that has figured this out or worse!
In one of our earlier posts titled “What Do You Need For Success?” we discussed the phenomenon that many businesses use which is “ready, fire, aim.” If you haven’t read it please go check it out as it will help you tremendously if you apply it with the proper action.
You need to be relentless in asking yourself the question of “who” my customer really is. Let’s look at why:
If you are in the elderly care market or in the nursing home market, most of the businesses are focused on those they are caring for. You say that makes total sense because that is the business they are in, are you sure? Are you really sure that you should be focusing your attention on the elderly people that you are caring for in your marketing?
Why would I ask a question with such a ridiculously clear answer? Because the answer is not so clear. Who is paying for the person’s care? In many cases it is their children, their insurance company, etc. These are the people and organizations that you want to target most of your marketing towards with a smaller percentage geared at the end user (the elderly person).
In order to be the best that you can be you need to CLEARLY zero in on your REAL customer! Take some time and think through who you should be marketing and selling to. Go out and ask your potential customers and those in their circle of influence – now we are really digging into this. In order to not get too long into this we are going to end this post so that you can go and start thinking this through.
In our next post we will dig further into our Circle of Influence.
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Until our next post – we wish you all success!