Everybody loves the before unit. And really, that’s the most fun way to grow your business, right?
There are so many possibilities, there are new leads everywhere you look. And not to mention, there are so many possibilities and exciting new ways to go about getting new leads.
However, I’ve found it’s much more effective, instead of chasing any new leads that may be around the next corner, to aim first before you shoot.
Here’s what I mean…
Let’s say you are a commercial real estate agent and you want new leads. There are a few questions you need to ask before running off to pay for Facebook ads or postcards or whichever way you’re going to contact them.
What geographic area are you in? What type of real estate do you specialize in? What are your contract terms? These are the obvious ones, but let’s look a little deeper.
Let’s say you sell warehouse space for commercial businesses.
You want to dial in your questions a bit tighter and ask the ones most people won’t ask themselves. What size warehouses are you selling? What types of businesses use each one? Who are the people involved in the decision?
You want to dial in your questions a bit tighter and ask the ones most people won’t ask themselves.
This is what I’m talking about.
A company that needs a 3,000 square foot warehouse is completely different from a company that needs a 100,000 square foot warehouse.
Why is that important? Because a company that only needs 3,000 square feet, may just have the owner calling the shots.
If your sweet spot is selling 100,000 square foot warehouses, we know a company that needs 100,000 square feet is going to have a CEO that will want to be involved in the process. They may have a CFO involved who has to sign off as well.
And once we realize these people are our target market, we can always get lists of the CEOs and CFOs of those companies.
That’s a very good thing because now you can contact those people directly. Mailing a postcard directly to the CEO is a much narrower target for your marketing to shoot towards. Targeting a Facebook ad to CFOs is much more specific than running a general ad.
And the better you can define your single target market, the more times you’ll hit the bullseye!