I just started a two week Sprint on Positioning with Section4. They ask why you are taking the course. I said because I have spent 23 years in telecom where differentiation is non-existent. [Although cellular has tried to Differentiate, now it is all about 5G and price.] I read Jack Trout’s book, Positioning, around 2003. This course will update that for me (and my clients).
If you think that Everyone is your Customer, YOU ARE MISTAKEN.
And you are going to waste a lot of energy, money and time trying to sell to people who will not benefit!
Businesses that cannot afford it are not your customer.
Businesses with no need or no desire.
Healthcare isn’t a target unless you understand BAA and HIPAA. Dentists either.
Banks will not be a customer if you don’t understand security and compliance.
Hotels won’t be your customer unless you have a really cheap per seat rate – or a compelling solution beyond handsets!
The legal profession wants integration into CLIO.
So is Everyone your Target?
Product-Market Fit is a real thing.
Can your sales team sell to your target market? Do you have the right type of salesperson?
Peter Drucker said, “The aim of marketing is to make selling superfluous.” And “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” That is Product-Market fit. That is knowing who you help and how you help – and take your solutions to that segment.
Selling is tough when you don’t have a Value Proposition, don’t know why your customers buy or what they do with the service (how they benefit). It is tough when you are trying to push product on prospects – everyone. It is never everyone, unless you selling air, water or ivory soap.
