Imagine someone trying to sell you something that you are not in the market for. Recently someone tried to sell me a cutting board. I wasn't in the market for a cutting board but that person continued to tell me all about the features and benefits including a big spiel on charcuterie boards. It was extremely annoying. Almost as annoying as the time someone tried to sell me a $2000 set of pots and pans - me, who hardly ever cooks and who understands the importance of knowing your client.
Contrast that with my experience today when someone offered me a sample of hand cream. I have dry skin and love a great hand cream that can get me through the long dry winter. Sell me hand cream; sell me a great training business coaching program - I'm a knowledge addict and I'm always investing in my craft. These are my values - we always purchase those things that we value.
Know your client.
If you're selling a luxury item, you need clients who have the disposable income to be able to pay for them. That's a given. They also have to link with what they value. Don't try and sell and all inclusive to someone who values time at the cottage.
If you're selling a holistic product, it's an easier process if you don't have to first define the term holistic. Let's say for example, you're selling the option to learn more about the Ayurvedic Food Lifestyle, I know right away that selling to a meat and potatoes guy is not your best bet. Reason being, you have to first convince him that altering his food choice is necessary. That is a labour intensive sell.
I like to say I did it wrong before I learned to do it right. In the early days, I thought my business coaching was designed for "all business people" but I've changed my mind about that over time.
Generally speaking my 3 month coaching product is best suited to someone who is interested in making six figures. That person must be already hustling at that level and have the means to pay for the program. That person is highly motivated and has the means.
I generally don't waste time marketing that product to new entrepreneurs but I do "plant seeds" so that when they are ready to scale they will consider me. I also don't market to those folks who don't feel a certain urgency to make the money. Although I don't always just coach the primary breadwinner, the people I coach like a good lifestyle and their contribution to the family income is substantial.
When there was a downturn in the economy in Alberta, a lot of men were laid off in Eastern Canada - men who had been given a taste of the good life; men who were attached to their toys and men who wanted to quickly bring their income level up to the 100K+ level real quick.
Finding a J O B in Atlantic Canada wasn't going to do it for them. I saw this as an opportunity. I put on an info session as a way to market my program and only invited men who fit this category.
These men had big lifestyles, golfed regularly, had big trucks, skidoos, cottages and .... they were determined to hang onto this lifestyle.
Getting back to the Ayurvedic Food Lifestyle, wouldn't you be closer to a sale if you spoke with people who already had an understanding of Eastern options? I'm assuming that this person needs to have a bit more disposable income than those of us who have Kraft Dinner regularly. This person should also have health and well being high on the priority list. Would this person likely be at a Yoga Studio? Or using alternative medicine like accupuncture. I see open minded written all over this. Where do you find open minded people? What are some of their habits?
This gets me into a chat about cross marketing so I will end here. But think about it - it's much easier to sell to the ideal client - the person who is waiting for the solution you are delivering.