The problem was, how could they sell to dentists and build a $10,000 a month consultancy as he being involved in off-line marketing this was about providing, marketing, SMS marketing, websites etc etc.
I fell that obviously each market requires a diffrerent approach and as I have sold to dentists I helped them with a solution.
I had a story I told the group that helped them to understand the market they were looking to sell into. Before you start to develop your products or services for your vertical market you need to understand the market.
In fact, I would say you need to understand the person in the market that you're selling to. Once you understand that person your job is made simple.
Let me explain;
Many years ago I was attending and Dan Kennedy super conference in Florida. I arrived at the hotel shortly after midnight and because of the time difference from London to Florida I wasn't tired, it was nearly midnight in Florida but daytime UK
I decided to hit the bar and have some alcohol to help me to sleep. I pulled up at the bar and asked the bartender for a large Jack Daniels I quickly drank it and ordered another, it had an immediate soothing effect on me.
I looked around the large bar and saw a gentleman sitting alone. I nodded in his direction he nodded back. I love meeting new people and walked across to introduce myself. He Invited me to sit down and I explained that I was at the super conference that was happening in the Hotel.
He mentioned that he was a dentist and he himself was attending a conference. He looked kind of tired and I mentioned it, he said it was tough going that this was the last day and he would be glad to be going home.
I asked him what his conference was about and he said "Dentists Business Marketing". He told me who was leading the conference and who some of the speakers were but to be trueful I cant remember who any of them were (but judging by this guys demenour they couldn't have been that great).
We sat there and spoke for about an hour, I mainly just listened while he spoke. Once he got going he was like a volcano erupting. I learnt so much about dentists that early morning that it stayed with me forever. In fact, I use the same system when looking to sell into a vertical market. It has helped me understand exactly who I am selling to every time.
While speaking to this guy it became apparent to me that he hated what he did. It looked like he was pretty much burnt out although he was young being would looked like his late 30s. As the Jack's started flowing he told me how he hated every day being mapped out, he knew what he was doing weeks in advance and lived every day by a diary. I remember him mentioning that the majority of his peers felt the same way and I felt really sad for them.
We discussed the suicide rate among dentists closely followed by the divorce rates. It looked like the spark that would once be within this human being was gone. I thought the least I could do was to listen and let him get it off his chest. Don't get me wrong, it wasn't all doom and gloom, we had a few laughs along the way but I learned so much.
So back to my mastermind group, what did I discover from my brief encounter with a dentist that would help my colleague get to his goal?
Apart from seeming sad and looking for some excitement I would say that dentists are very analytical and probably deep thinkers.
If you are looking to present the business solution to a dentist it would need to be presented in a very logical and professional manner.
My group member was trying to use the same marketing process he had used on construction companies with a few minor tweaks. This had little to no effect on the dentists the reason to me was quite clear, construction company owners do a lot of selling to potential clients, they need to be knowledgeable and enthusiastic and as such are great buyers.
The dentist on the other hand is not an impulse buyer but nonetheless needs a logical presentation in great detail delivered with enthusiasm.
I believe the most important part of selling to dentist is that we're selling marketing systems that will allow the financial freedom in order for them to leave their humdrum life and not live by a diary. I have tested this and it works for me.
With dentists I find that when I go into great detail with my business problem solution presentation, and show them that this will free them up for them to enjoy pursuits outside of the practice it works really well.
So to sum up when you're looking to get into a vertical market try to find a typical person that you would be selling to. Take them to lunch or preferably dinner have a few drinks to lubricate them and ask them about their lives. Once you know their hopes dreams and aspirations you will be in a better position to offer a solution in their business lives.
I hope this has been of use to you.