| > | | | | salesmessages with great precision. You can cater to |
| One way to beat your competition is to charge less | | | | specificallydefined interests of prospects and |
| for asimilar product or service. But you can also beat | | | | communicate with them intheir own style. More |
| yourcompetition when your price is higher. One of | | | | people will buy when they feel you aretalking directly |
| the best waysto avoid price competition is to | | | | to them about their individual needs. |
| become a specialist in anarrowly defined targeted | | | | SPECIAL BENEFIT: When you deliver results as a |
| market. | | | | specialistyou also establish yourself as an expert in |
| RELATING IS MORE IMPORTANT THEN PRICING | | | | your field. |
| I recently spoke with the creator of a marketing | | | | Customers will automatically refer other prospects to |
| program fornew business owners. He could have | | | | you. |
| confronted theestablished competition and competed | | | | They value what you did for them and they're |
| with a lower price. | | | | confident youcan deliver the same results for others. |
| Instead he decided to target prospects in 2 types | | | | 3 SIMPLE STEPS TO BECOMING A SPECIALIST |
| ofbusinesses he had worked with before -- insurance | | | | Becoming a specialist is easier than you may think. |
| sales and | | | | You canaccomplish it in 3 simple steps: |
| MLM marketing. He knew a lot about the operation | | | | 1. Divide your primary market into several narrowly |
| of eachbusiness and the people who worked in them. | | | | definedmarkets. |
| He created a separate web site for each type of | | | | 2. Take each market, one at a time, and learn |
| business andcustomized the content to appeal | | | | everything youcan about the prospects in it. |
| specifically to prospectsin that business. The site for | | | | 3. Revise your marketing approach and selling |
| insurance sales people lookedthe same as the site for | | | | materials toappeal to the specific needs of prospects |
| MLM marketers. But the content wastotally different. | | | | in each newmarket. Use their own unique language |
| His plan worked. Sales are running almost 50 percent | | | | and style ofcommunication. |
| aheadof projection ...even with a price that's 15 | | | | TIP: Existing customers who match the profile of |
| percent higherthan similar programs. He built a | | | | prospectsin a market you've targeted can help you |
| successful business in ahighly competitive market by | | | | develop your salesapproach for that market. Contact |
| becoming a specialist. | | | | some of them and ask whythey bought your |
| CUSTOMERS LIKE TO BUY FROM A SPECIALIST | | | | product or service. What do they like bestabout it? |
| People like to do business with a specialist who has | | | | Why did they choose you instead of a competitor? |
| aunique insight into their situation. They feel | | | | They'll give you a lot of information you can use to |
| confidentabout getting what they expect from a | | | | developyour appeal to other prospects who are like |
| product or servicewhen it is proposed by somebody | | | | them. |
| who understands them andtheir unique needs. | | | | You'll always have competitors. But you don't have to |
| Most customers or clients will even pay a little more | | | | loweryour price to compete with them. Instead, |
| to buyfrom somebody who thinks like them. It's | | | | become aspecialist and cater to prospects in a |
| worth it to avoidthe risk of being disappointed | | | | narrowly definedtargeted market. Your understanding |
| because they bought fromsomebody who didn't | | | | and insight into theirunique situation will establish you |
| know anything about their specialsituation. | | | | as the expert in yourfield. They'll want to do business |
| YOU'LL SELL MORE AS A SPECIALIST | | | | with YOU even if youdon't offer the lowest price. |
| Targeting a niche market enables you to design your | | | | |