Actually, distinctions among different types of businessowners and professionals, whether real or perceived, can create sales opportunities for advisers who make the effort to understand the unique situations, needs, and concerns of their prospects. For this reason, the most successful producers are usually those who "target" identifiable market segments and focus their selling efforts on these groups. This is easier to do in large, metropolitan areas, but even advisers in the smallest rural communities can benefit from this marketing principle by positioning themselves as business disability "specialists" for small or closely held businesses and professional practices in their territories.

Try This: Using the marketing criteria described earlier to whatever extent you can, identify specific groups of businessowners and professionals in your area who are right for you (and vice versa). Become knowledgeable about their unique situations, needs, and concerns by doing some research or (even better) by conducting a Business Market Survey Questionnaire (Form 1191) with five or six members of each group. Then, by focusing your efforts on these prospects, you'll improve your sales results and will soon develop a reputation as an expert in your markets. This can help you get appointments with qualified prospects and can eventually generate all the sales and referrals you can handle.

For more information about identifying, selecting and developing markets, see ON-Trac II, Unit XIII, Client-Focused Marketing.

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