How To Grab YOUR Share of your Target Market!
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:
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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
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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
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