How To Grab YOUR Share of your Target Market!

by midasman09 Banned
5 replies
The following is some of my Input into "Marketing".

I'm sorry....I just saw a thread this afternoon and felt COMPELLED...to comment on it.

The following is in response to a Thread here about a certain type of business BUT....my response to it COULD...provide some "Guidance" as to YOUR particular market area. So....your "time" will not be wasted by reading how I offer MY advice as to ...

...."How to Grab Your Share of Your Target Market!"

The Title of his Thread is...."OFFLINE SALES PROBLEM" by Owen Mailer in Scotland!

This stirred me up and ....expecially the comments that followed offering "Advice"! Which.....I'm sorry...I did NOT think....provided any "Answers" or "Actual Help" ...to Owen's question....and....the following is NOT in objection to or anti to....their "Advice".

I do NOT want to seem Bragadoshish here BUT....my reason for making this a separate Thread instead of hooking onto Owen's is....to possibly offer some "Insight" and....EDUCATION ....into....MARKETING and Salesmanship that OTHERS (who are NOT interested in "Pest Control") BUT...would also like to GRAB A SHARE of the Niche Market YOU .... are interested in!

The following is my dissertation on ....

HOW TO BREAK INTO YOUR TARGET MARKET AND GET YOUR SHARE!

So....Owen Mailer is up in Scotland and has a Pest Control biz and has 2 competitors who....apparently....have MOST of the biz in his market area.

Here's Owen's initial comments:
++++++++++++++++++++++++++++++++++++++++++++++++++ ++
Hi there everyone I run a pest control company here in the uk and im struggling to attract new leads to my business and as this forum is my second home i figured who better to bring this problem to!

I have company's in my area and 90% are split between two big company's and I want a slice of the pie.
However pest control is one of these things that people get a company in and they never think about it again!! so when you call them all they say is we already have someone....

im really struggling as i am not a sales person but I really want to get in on the action.
could anyone give me some hints or tips that might help me
I would really appreciate it
Many Thanks :confused:
Owen
++++++++++++++++++++++++++++++++++++++++++++++++++ ++

So....Owen's comments INSPIRED me to relate some of my experiences in helping SIX (6) Pest Control businesses to....NOT ONLY Grab a GOOD-Sized Share of their Local market....BUT....BECOME "TOP DOGS" IN THEIR RESPECTIVE MARKETS!

How? By using "Psychological" marketing techniques! Excuse the heavy lingo here but....I learned long ago, in my "Psych Classes" at Northwestern Univ.... that's it's possible To Manipulate and Control "THOUGHT" AND... ACTION ... with "Words"!

So as not to "bore" you any longer....here is the approach I took with these "New" Pest Control biznesses.

Before I offer what I used to help these New Biznesses....let me share some of the Responses Owen got (Again....NOT to knock the responses (which were given as "gestures of Help" and gratefully accepted) but just to make note of the Comparison in "Quality" of advice.

1) Get Site Ranked in Google
2) Get a Google Places placement
3) Go work with a Property Management Co
4) Slash your Prices
5) Make and offer a "White Paper" report
6) Offer "incentives" to RE Agents
7) Show customer Testimonials
8) Set up a "referral" program
9) Look at everything the 2 big Cos are doing and...do the same

Again....ALL good suggestions and can bring in biz BUT....what I think Owen is after is.....something...some action....some way....TO GET BUSINESS....THIS WEEK!

So....I'd like to share what I've done to help SIX...Pest Control Cos not only GET their "share" of their Target Market" but....to ....CAPTURE MOST OF THEIR MARKET!....QUICKLY!

Whenever I think about a certain "Niche"....I try and put myself In Their Shoes. So....I pictured myself as an "Average Homeowner" who's about to move into their new home ....or...a homeowner who's been living in his home for awhile.

WHAT....is going to GRAB HIS ATTENTION....regarding "Pests"? WHAT would motivate him to call a Pest Control Co to come out and give HIS home a "Treatment"?

Would it be any of the above listed suggestions? Maybe....but....probably not! What WOULD....GRAB HIS ATTENTION IS SOMETHING that would motivate him to PICK UP THE PHONE AND CALL MY "Pest Control Guy".

What I've found that WORKS is...."Fear of Loss"!

So....take a close look at the Photo below! Study it! Learn from it! It COULD make YOU some serious bucks with YOUR product or service.

This simple looking sheet of paper was the MAIN item in my "Arsenal" of Marketing Techniques that helped 6 Pest Control biznesses ....take off!

And....similar pieces could be applied to OTHER biznesses!

Note! How it speaks TO a possible problem and the possible LOSS involved. How the Photo....BRINGS HOME....solid EVIDENCE of what could happen! etc.

Now....granted....ALL the other Competitors knew how to get rid of Termites. Probably had the same chemicals. HOWEVER....by zeroing in on a Specific pest....and suggesting THIS Co was the "Only One" that could get rid of this "problem"....now! Guess who got the biz?

Right!

I've applied this marketing method to MANY of my programs and services over the years. I first learned it from the owner and founder of a Beer Co in Milwaukee. (I was installing an Alarm System in his mansion and got a chance to sit down and "rap" with him about his biz)

He told me the ONE THING that spurred his Beer Co up to a Top Seller was...Showing Details of HOW his Beer was brewed, in commercials.

He told me..."Heck! EVERY Brewer at the time was using the SAME methods of brewing beer....but HE....described how HE was doing it!

I hope you can "get" the significance here....to use in YOUR Sales & Marketing.

And...back to the Pest Control biz; EVERY Pest Control outfit in my client's areas knew how to Rid a Property of Termites....but MY client's BROUGHT IT FRONT AND CENTER AND....made it seem like MY client's were the ONLY ones who could get rid of THIS "Thing"

Same with the Beer Brewer; He made it SEEM like HIS was the ONLY beer being Brewed this way. (I'll insert a clue here, the word is "Croisenning")


So....Thanks for letting me expound on what I consider is a KEY to Sales Success....and....make sure you look at the Photo below and Study it and put yourself in the Body of someone owning a Home.


Don Alm....Marketing Guy
#grab #market #share #target
  • Profile picture of the author Owen Mailer
    Hi there Midasman
    in a way you are right. i'm looking for a Kick @ss action plan of which my other post had some awesome strategies that will help me out greatly over time.
    However i'm looking for a way to nail some of these commercial 12 month contracts that company's have over here in the uk. and to do that i need cold calling,and the power to make these guys think im the best thing since sliced bread!!
    now i'm already all over the net and get a lot of residential contracts but the money is not great with them so I think you can understand why i'm now chasing these big fish!!
    secondly would you be up for a Skype chat one evening as if you have done this before it may be very worth my while picking your brain till its empty if you ever have some free time and wouldnt mind talking to me give me a shout.
    Kindest
    Owen
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  • Profile picture of the author dancorkill
    Nice headline and copy midas.
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    • Profile picture of the author BradleyC
      I agree, good information.

      Jay Abraham in his protege course discusses how Schlitz Beer using the education process of how beer is brewed "using sparkling Colorado water" became the #3 sold beer back in the 70's. Jay teaches the power of "educating" the consumer.

      When done right, it's very effective.

      Fear of loss is a strong motivator. Most people will do more to keep what they've got (not lose it or have it taken away) than to go out and make more of what they've got. In other words, the possibility of losing customers is a stronger motivator than ways to get more customers, losing money is a stronger motivator than ways to make more money.

      Use motivators in your marketing and you'll create more leads and sales. And remember, people make decisions based upon emotions and then rationalize it with logic. That's why it's imperative to hit them emotionally... fear of loss, greed, status, etc.

      "I Just Helped Another (Niche) In A Different City Steal The Majority of The Customers From His Leading Competitors. Now He's The Leading (Niche) Business In His Community. I'm Now Looking To Work With A (Niche) in (City) ... Will It Be You That Will Be Losing Customers or Gaining Customers"

      Something to think about, and use.

      Bradley
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  • Profile picture of the author nickster
    Very capturing headline ! Info is laid out well too.
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    • Profile picture of the author midasman09
      Banned
      I always look at....What will Motivate Prospects to contact....ME!

      So....I look at....HOW...to do this.

      When I told a buddy, who was starting a Pest Control biz.....to Pay For 2 HS Kids to .....place 500 of my Flyers (Photo below) (I used Solar Yellow card stock with Black Letters).....on the Door Handles of an affluent development....and .....before these kids were finished....my buddy started getting CALLS!

      And....from that 1st batch of "500 Door-Knob" flyers....where he got BUSINESS....3 of those New Customers owned "Commercial" businesses and....from those he got TWO...regular accounts.

      So....my "point" here is ....."Do Something That Will GRAB....your Prospect's...ATTENTION!....and....Motivate them to pick up their phone and CALL.....YOU!

      My goodness man....think about ...WHAT sets YOU apart from your competitors! Sure...when starting out you think, "Hey! I don't have a bunch of employees with fancy rigs!"

      Reminds me of my first biz....Home Burglar Alarms. Rather than running ads in the paper announcing...."Hey HomeOwners! I have a new fangled burglar alarm that can keep burglars out of your home!"

      Yeah...Right! I was swamped with calls! Yeah!

      So....I decided to concentrate on "Affluent" home owners. And....guess what? After installing Alarm Systems in the Homes of folks who owned businesses....guess who got the orders for installing Alarm Systems in THEIR....businesses? Yup! Little ol' ME!

      So....by the same token....you provide your service to local BIZ Owners...guess who they will ask to provide service to the biznesses they own? You!

      "Marketing" is how YOU can ....get your share of biz.

      Don Alm...who's gotten BIG shares of any niches he's entered
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