If you don’t know where you’re going, you will probably end up somewhere… else.
I was listening to a conference call this week, and the issue of having or nor having a strategic focus came up. Another call was about how many of us are not targeting the right potential clients for our businesses. This topic seems to be coming up a lot lately. Whether it is the strategic focus for the business or for the marketing or for the target client or whatever…
What is the resistance to taking the time to get very VERY clear what the target is (strategic focus), and where the target is (market)? Don’t get me wrong. I don’t think I have this nailed quite yet either. But I am actively working on distinguishing my target market. And I am crystal clear where I intend to go with my business.
Seems like we are afraid to really get very specific about who we want to work with, and who we will serve the best. So, we cover it up by saying ‘everybody’ or ‘anybody’ could use our services. Really? Anybody?
While that may be technically accurate, I doubt that we want to work with ‘anybody’ or ‘everybody’. Personally, I have a pretty clear idea of the types of clients I won’t be working with. And that is where I began when I was defining who I would work with.
It’s as good a place as any to start. And, the more clearly I distinguish my perfect client, the more that type of client shows up. Rather than shrinking my options, getting very specific is opening me up to options I would not have considered before.
Give it a try. If you don’t know who your target is – try coming up with a list of who your target isn’t.
Remember, without a target (a destination), it doesn’t matter which direction you choose.
(c) 2010, Terry Monaghan
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Consultant, coach, speaker, trainer and entrepreneur, Terry Monaghan, publishes Now What, a free weekly ezine for entrepreneurs and professionals who want to double their productivity, improve their performance, and have a life! If you’re ready to jump start your performance and your results, then get your free tips now at http://www.TimeTriage.com.