December 29th, 2011
By Sonia D. Stringer
Have you ever taken a child fishing for the first time?
I was visiting my family in Canada last July, and watched with delight as my brother took my 4 year old nephew, Sammy, out for his first fishing experience. (It was quite amusing, to say the least!)
For example, when I asked Sammy what kind of fish he wanted to catch, he replied (with great enthusiasm) “all of them!” When my brother looked through the tackle box to find a suitable lure, Sammy insisted on using a “pretty one”.
And as we strategically scanned the lake, looking for the best fishing spots, Sammy excitedly flipped his small pole over the side of the boat (half the time the hook floating ABOVE the water) and kept watch with a hopeful look. Needless to say, he didn’t catch anything, but he certainly had a lot of fun.
As I watched him, I couldn’t help but think that his excited but haphazard approach to fishing is much like how many of us approach building a business. We often go “fishing” for new prospects without much advance planning or forethought, and (despite our enthusiasm) then come home discouraged, and empty-handed!
Building Your Business Is a Lot Like Fishing!
For example, when I’ve asked my clients what kind of prospects are the best fit for their business, they often tell me (with as much enthusiasm as my nephew) “all of them!”
While your business opportunity and products can certainly help many different kinds of people, you need to know who your MOST ideal prospects are (the exact “fish” you are looking for) or it’s going to be very difficult for you to find them (to locate the specific fishing holes in which they “hang out”). Your ’shot gun’ approach will take up a lot of your time, and produce mediocre results at best.
That all changes when you stop attempting to sell and sponsor “everyone” and narrow your focus to a “target market”. Entrepreneur.com defines the term “target market” as “a specific group of consumers at which a company aims its products and services”…(the key word here being “specific”)! Read the rest of this entry »
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