Why you don’t want to be selling to Everyone

March 22, 2020
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March 22, 2020 Stanley Ship

Why you don’t want to be selling to Everyone

Why Not To Sell To Everyone

When you are involved in the business industry, it is important to focus on the type of people you want to do business with and to be selling to. You do not want to be selling to anybody and everybody. Make sure to focus on choosing a specific target audience or customer. It is normal to want to be selling to as many people as possible, however it is not the correct way to go about it, you want to have a position in your marketplace.

Find The Right Audience

You want to find a group of people that you’re able to relate to as much as possible and speak directly to them. At most, you should focus on TWO types of groups at a period a time. If you try to appeal to everyone or the general public, you will end up appealing to no one. That results in lesser sales. Take me as an example, I have 2 ways/thought processes to find out who my target audience is. The first way is to think about who requires the products and services that I am providing. For instance, if you are selling health products, there is a wide range of customers you can sell to, senior citizens, the working class, mothers, etc. You want to focus on a specific group out of all these options, once you have that in mind, you can start crafting your sales and how to speak directly to your chosen audience. Then, all the content you create will cater to this specific group of target audience.

Can You Sell It To Yourself?

The second approach is to think from your own personal profile perspective. Let’s say you are selling beauty products, and you yourself are a fresh graduate with a 1-year working experience, and you’re doing this for a side income, you can think of ways on how to appeal to those of a similar profile. Craft your message to directly address them. They in turn will feel like you understand them as you portray yourself as someone they can relate to. Your message will immediately connect with them and they will trust you enough to purchase your products.

Leverage On Your Existing Customer Base

Moving on, if you are someone who is years into your business, yet you have not thought about which target audience to focus on, it is not too late to start. In fact, if you are already running a business, that means that there is already an existing customer base for you. Find out from this customer base the similarities of the people who purchase from you and which type is the majority. Once you’ve figured out the majority group, work your way into getting more of those types of customers.

Don’t Be Too Easy, Stay “Classy”

It is especially important for a personal brand to not try and sell to everybody. Take Mercedes as an example, a car brand that is most commonly associated with the words “premium” and “high class”. They are a brand who appeals to the people of a higher income group. Now, if they decide to try and sell to those in the middle or lower income groups, this means that they would have to produce cars that are affordable to these groups of people, and that would totally destroy their brand. A decision like that would remove their exclusivity and the image of their brand that is “premium” and “classy”. That is why selling to a general type of audience isn’t a smart business initiative.

To give a recap, it is crucial to think about who you can relate and sell to. I have a video on Personal Branding of how you can find out the demography and the type of people you are most likely to relate to, in all likelihood those who share the same interests and passions. So be sure to check that out. Now, these would be the group of people you can sell to. Once you’ve made sure of your type of target audience, craft your message and create content for them.

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Stanley Ship

I'm a Marketing Strategist and the founder of Renesis Group, which is a marketing agency. I help business owners grow brand presence and continuously get new customers by executing clear marketing strategies. If you're looking for possibilities and opportunities in growing your business, you definitely need a marketing strategy (and a good one).

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