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Networking With Your Target Market
Ok, so once you select your target market – then what?
Go where “they” are. If it’s young moms, look for play groups. If it’s working moms, look for day care centers. If it’s college students, go on campus and to local eateries around campus. If it’s business executives, look for chamber of commerce meetings, BNI groups, after hours networking events, and etc. Perhaps your target market may be disgruntled current WAHMs looking for a change in venue; vendor events might be a good place to find them. If it’s seniors, you may find them at senior communities or at the gym.
Then next is very important. Do not go to your target market looking to sell. No, no, no. Let me repeat that. Do not go to your target market looking to sell your wax. Instead go with the intent of building relationships.
What is one thing that people, most all people, like to do most?
Talk about themselves.
So when you meet people for the first time (and this works both on and off line) and you’re attempting to network ask “What is your biggest business challenge?” or “What is your biggest problem right now?” People will #1 be shocked that you’re even asking and #2 not trying to hock wax.
Then listen to the response. Don’t just WAIT for your turn to talk, but truly listen and hear what the other is saying. What you have to offer may or may not be able to help that person. However you may know someone who CAN help.
In that first meeting you may not even get a chance to talk about yourself. But what do you think would happen if you asked what is your biggest challenge – and you could refer someone who could help? You’ve just helped solved his/her problem. Perhaps you could follow up with a phone call to ensure the referral came through and then mention “hey I never had a chance to tell you about what I do. Do you have a few minutes?”
The response is going to be received much better and the person will be more likely to be a customer or return the favor in giving a referral.
The first step to building an effective marketing campaign is to determine your target market. If you haven’t done that yet, take some time to determine which group you can most closely identify with or that you want to have as customers and/or team members.
About the Author: Laurie Ayers is a WAHM from Michigan and a Superstar Director with Scentsy Wickless Candles. She enjoys helping others start and maintain a candle business. You can find Laurie at http://la.Scentsy.us or http://www.ThrivingCandleBusiness.com
Ok Thanks
Two words – “Ok, thanks” or another derivative “Thank you.” Why is it so difficult for some people to use those two words?
When you let someone cut in during a traffic jam, don’t you expect the other driver to give you “the wave”? It’s the universal “Thank You” signal from driver to driver. I don’t mind letting cars in once in a while – as I believe in that whole karma thing. But admittedly, I get a little bent out of shape if I happen to let a car sneak in front of me and I don’t get “the wave.” They’re just supposed to say “Thank You.”
Likewise if someone takes a moment to hold the door open for you – it’s assumed that you will utter “thank you” to the person who just took 15 seconds out of his or her day to ensure the door was not shut in your face.
The same goes for online etiquette. Why is it so difficult for some people to email you back after you provide a response to say, “Thank you” or “Ok, thanks.” I agree there comes a point where the email banter needs to come to a conclusion – thank you, no thank You, no really, thank You – ok, that is a bit redundant.
However I cannot tell you the number of times that I receive an email from someone, either a peer, customer or a potential recruit asking for information. I love questions; I have no problem responding. Yet when I respond in detail, sometimes multiple paragraphs explaining whatever information it was that the requester was after, many, many times I do not get so much as a two word response – “Ok thanks!”
I don’t think it’s asking too much for a courteous response to acknowledge receipt of the information. It’s not like I’m hoping for a lengthy dissertation of gratitude. But c’mon people – no response at all? That’s just downright rude and unprofessional.
Busy, busy, busy – yes, I know. Everyone is busy. People are far too busy to meet for coffee; far too busy to pick up the phone – but too busy to type two words consisting of eight letters before slamming on the “send” key?
If you’re really that busy, and I know none of YOU are that busy, because you’d never take the time to read all of these words if you were too busy to say, “Ok thanks” – but if you’re really so busy that you don’t have time to be polite, then perhaps I should be asking you, “How may I help?” Because if you’re too busy for manners, then you definitely need some help setting priorities or something!
About the Author: Laurie Ayers is a WAHM from Michigan and a Superstar Director with Scentsy Wickless Candles. She enjoys helping others start and maintain a candle business. You can find Laurie at http://la.Scentsy.us or http://www.ThrivingCandleBusiness.com
Multiple Business Cards
How many business cards do you have? I’m not referring to quantity of card stock but rather number of different types of business cards? Or do you have a one-size-fits-all generic card?
Consider a pair of pants. You could get a one-size-fits-all pair of stretchy black pants. You could wear them to work, to the gym and to the night club. It could work. Or would you rather have a well fitted navy trouser for work; grey shorts for the gym; and a pair of skinny jeans for the club? The latter would likely be more suitable for those particular events; would you concur?
So then why do so many direct sellers have a one-size-fits-all business card? And then typically it only contains the vitals – Consultant name, Company identity, phone number, web site, email and possibly mailing address. Yet many of these direct sales companies are three-pronged: buy products, host a party or become a consultant, right?
It would greatly benefit you to have three separate business cards – each focusing on a different aspect of the business. Your “Buy” business cards could focus on the number of candle scents available or special offers. Create a “Host” business card which highlights the hostess benefits for those who open up their homes to their friends for a demonstration. Lastly develop “Join” business cards which alert the recipient to reasons why owning her own candle business may be just what she’s been looking for.
But what if you don’t know what the person is interested in? Then why bother to give someone your business card if you don’t have the slightest idea if she is looking to purchase a gift, earn free product or start a business. Prospecting takes a two-way conversation, a dialogue.
Another reason to have multiple business cards is to target markets. If you decide to do a sample mailing to home day care providers, you may want to encourage the ease of working from their home (because you already know they are home and may need additional income). Likewise, attach your “Host” card to the receipt or thank you notice on customer orders. You already know they’re interested in the product, most hostesses will be previous customers.
Sure you could wear your black stretchy pants (or use one generic business card). However if you’re Running Your Business Like A Business (RYBLAB) then it’s more appropriate to target your marketing collateral with multiple business cards.
About the Author: Laurie Ayers is a WAHM from Michigan and a Superstar Director with Scentsy Wickless Candles. She enjoys helping others start and maintain a candle business. You can find Laurie at http://la.Scentsy.us or http://www.ThrivingCandleBusiness.com
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