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The "Who" of What You Do | Print |  E-mail

When was the last time you received a referral, a good referral,
from someone in your network?  If you answered never or not
recently, it could be that the people in your network don't know
the "who" of what you do.  To help people refer business to you,
they need to know not just what you do, but also who you do it for.
Who is your ideal client?

We often hear people say that if they make their target market or
client definition too narrow they will end up losing business, when
in fact, the opposite is true.  If your description is too broad or
general (think anyone or everyone), no one knows for sure who to
send to you, so they either send no one, or worse yet, they send
anyone and everyone and you end up wasting a lot of time chasing
referrals that aren't good prospects for you.

When you have a specific target market, it helps people narrow down
who they refer to you.

A realtor who says he works with anyone who is looking to buy or
sell a home is making too broad a statement.  You might refer a
first time home buyer with little money when his market is actually
people buying homes in the multi-million dollar range.

Or what about someone who says she builds websites for business
owners?  That's still too broad.  Does she mean new business
owners?  Small business owners?  What if she said she builds
websites for small businesses who are looking to increase their web
visibility and online sales?  Would you be able to recognize a
prospect for that business if you met one?  Possibly, and, she
could narrow her description even more.

If you can describe your ideal client in detail, along with the
problems and challenges they face, people will find it much easier
to identify a good prospect for you.

Here are a few questions to help narrow your market description:

Are your ideal clients individuals, businesses or corporations?

For individuals, what gender?  Age?  Annual income?  Education?
Profession?  Interests? Geographical location?

For businesses or corporations, what size? Annual revenue?  Number
of employees?  Years in business?  Local? Regional? National or
international?  Industry?

Start telling people in your network who your ideal clients are and
see if you notice a difference in the quality of your referrals.
We think you will.



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Copyright © 2012, The Networking Gurus, Donna Feldman and Cindy Rold.

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