Try This: Using the marketing criteria described earlier to whatever extent you can, identify specific groups of businessowners and professionals in your area that are right for you (and vice versa).
- Your initial business market — First, identify businessowners and professionals you know or who know you, either because you do business with them or vice versa. Because of your leverage with these people, they are virtually guaranteed to give you scheduled meetings when you ask.
- Your target business markets — These are the types of businesses with which you'd like to work. They should be in identifiable occupational groups, and must be plentiful enough to support your sales efforts. If just one target group isn't big enough in your area, you may need to develop others.
In some cases, you may find that you already have a target market in your initial business market. Let's say you've had experience or have made a number of contacts in a particular type of business. If that group is large enough, you could begin approaching these prospects and then, eventually, expand your marketing efforts to related groups — their customers or suppliers, for example.
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