At least once each week, I talk to someone who tells me that their company produces something that everyone needs. Men, women, young, old, it doesn’t matter, everyone in the world is their ideal customer.
The thing is, they are wrong. There is no one thing that everyone needs.
Worse than being wrong, they are setting themselves up for failure. By convincing themselves that everyone needs what they’re offering, they end up burning out because it takes significantly more effort to convert their prospects into customers. It can be tempting to look at larger segments of the population as your target market, but it all comes down to one thing; conversions. Would you rather spend your time trying to convince 1,000 people who are slightly interested in what you have and converting 50 of them, or trying to convince 100 people who are absolutely passionate about what you have and converting 20 of them?
If you focus on a more targeted prospect, you’ll find that:
- Your sales process is easier and faster, which means you can spend more time finding even more like-minded prospects
- You’ll get more referrals
- The amount of time you spend handling customer service related issues goes down, which again, means that you can spend more time finding even more like-minded prospects
If you still think you can convince everyone, remember, 6% of the US population thinks we never landed on the moon. Good luck with that!