It’s election day here in Britain.
Haven’t cast my vote yet – I’m going to wait until my kids get home from school, so I can show them democracy in action – but I know who’s getting it. (Don’t worry, that’s not what this piece is about, so we’re not going to fall out over politics!)
But watching the news last night, I was – for once in my life – a little sorry for the politicians. All of them.
Having to traipse from pub to pub, factory to factory, trying to convince sullen crowds that their vision for the future was the best…. Facing hostile TV audiences who can barely hide their contempt…
It’s tough, trying to persuade people who are not receptive to your message to vote for you.
Now, politicians who are vying for office can’t pick and choose their voters, so they don’t really have a choice about who they ‘sell’ to.
But businesses do.
Yet all too often, businesses pitch their products and services to people who are not really hungry for them.
Their marketing – online and off – is geared towards a lukewarm audience. Then, during the sales process, they have to work way too hard to convince their prospects that they want and need what they’re offering.
If your LinkedIn contacts are unresponsive when you send them your latest eBook…. If you never get enquiries as a result of your email marketing… If no one ever downloads the free offer on your website….
If your conversations with your prospects are like pulling teeth… If they just don’t get what you do… or see how it applies to them…. If they’re ‘not sold on the idea’….
It’s possible you haven’t done enough work to find the right target market.
To sell really well, you need to find a group of people who are desperate for what you have to offer.
Sure, you might have to convince them that you’re best placed to deliver what they want; or that you have a price point that’s right for them; or that you have a track record.
But when it comes to the product or service itself?
You want to preach to the converted.
