So now we’ve got a vision, what about a strategy?
You’ve probably been hearing a lot about Social Media strategies lately, and yes, that’s important, but it’s only part of the picture for a business strategy.
If you’re serious abut growing a business, and not just having direct sales “hobby” income, you need to plan specific strategies for generating leads, and converting those leads into more bookings, sales and recruits.
Social media are tools you can use as part of that strategy. But if you put all your eggs in the social media basket, you’re missing the boat.
Jennifer Fong, one of the foremost authorities on Direct Sales and Social Media often says that you need a strategy to attract the right people to your business. You have to know WHO and WHERE they are before you can determine WHAT tools are effective in reaching them.
Part of developing your strategy means identifying your target market. I hope by now, you’ve gotten the message that everyone is not your target market. In fact, if you’re brand new in direct sales, I hope you’ll take a serious look at what kinds of customers are your “perfect fit”. This is a term I use for the people that make it easy for you to do business – the kind you actually WANT to work with.
If you’re not new to direct sales, and you’ve already got a laundry list of clients that are not your “perfect fit”, this is a great place to start looking at your target marketing strategy. One of the great things about deciding WHO you want to work with is that the crums you no longer want to work with will either drop off the face of the earth, or get their act together. Before that can happen, though, YOU need to make some decisions.
* What was the best party/sales event you ever attended? What made it the best?
* What was the worst party/sales event you ever attended? What made it the worst?
* What was your top selling show? Was it worth all the work?
* What was your top booking show? Why was it so successful?
These are just a few of the questions I ask clients when we do a target marketing strategy session. The answers to these questions will give you a good idea of:
* What you enjoy most about the work you do
* The kinds of people that you enjoy working with
* Where to draw the line (some times the money doesn’t matter, it’s still not fun!)
* The elements of a succssful show
From here, you can craft a strategy to attract the kinds of people to your business that will help meet your “perfect fit customer” profile.
If you’re already a member of our online community, you have free access to my 30-day target marketing program. In January 2010, we’ll be launching an entire course focused on helping you develop a clear vision for your target market (oops! I think I just let the cat out of the bag!).
Until then, keep in mind, as you peruse your customer lists, the kinds of people you’d LOVE to work with, and start figuring out where you can meet them. This isn’t about excluding others, or NOT doing business with people just because they don’t meet your requirements. It IS about taking control of your business, and running it like a real business owner – because that’s what you are.
© 2009 Lisa Robbin Young.
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Lisa Robbin Young is a certified direct sales marketing coach, teaching direct sellers to grow their business like a real business instead of an expensive hobby. Sign up for her free weekly ezine at http://www.homepartysolution.com