"I don't know the key to success, but the key to failure is trying to please everybody."

— Bill Cosby

Marketing cannot be hit or miss; it must be part of your business model. Formal market planning systematically addresses getting profitable new business while maintaining and increasing the profitability of your current business (busy producers often overlook opportunities that are right in front of them). In other words, if selling is reaping the harvest, marketing is sowing the seeds.

Though the term "business and professional markets" is used as a general reference, it is too broad to fit the true meaning of a "market" for practical purposes. By definition, a "market" is an identifiable group of people who meet the following criteria:

• Common characteristics


• Common needs, wants, and concerns for and about your solutions, services, and products


• Communication networks you can access to get on-profile referrals


• Geographically accessible

Over time, your reputation can precede you!

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Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.

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