You have a great product to sell, now who are you going to sell it to? As my sales coach Alice Heiman says “if you want to sell to everyone, you sell to no one”.
A concrete example of this is the almighty AWARENESS. I can’t tell you the number of non-profit executive director types or board members who have said if only people knew about us, they’d love us and we’d be set. So they plan to reach “everyone”.
When they do that, this is what I teach them: we are all aware we should floss our teeth, at least twice a day. Who here does that, all the time, day in and day out? Ok, so some of you are better at flossing than the rest of us. I’ll bet you I can catch you on something you are “aware of” but don’t always do: eating right, exercising, drinking water, not sharing prescriptions–you get the gist. And yet just because we are aware, doesn’t mean we do. The key to communication is moving from know of, to know about, to know how, to know intimately. To do that, you have to start with the people who WANT to know OF you.
My brother sells widgets. Real ones. Made of stainless steel. He’s the guy that makes the stuff that build the machines that make bigger stuff. No one I know needs to know what he does. But manufacturers with need for high quality stainless steel do. So he never needs to do a media release for the newspaper. But trade journals–that’s another story. He doesn’t need to go to the Chamber of commerce, but he probably should attend a manufacturing trade show occasionally.
See? You need to know more about your audience, than maybe they even know. And this is just the start of knowing your audience. We’ll talk more.