The reality is…
“Everyone” is not your prospect.
The good news is…
There is a specific group that can be identified as “Your” prospects.
Just as there is a uniqueness about you, characteristics that make you different, make you special, make you unlike any other human being – just as you are unique as an individual, so you are unique as a business. Yes, there may be businesses that provide a product or service that is similar to what you provide. However they are not you AND that IS important. Because it is in your difference, your uniqueness, that something called a unique value proposition comes forth. People buy a product or service …YOUR product or service because of what makes you different not because of how you are the same as someone else.
If everyone is not your prospect…
Getting your message out is important.
Getting your message out to someone who could be your prospect is more important.
Getting a message out that distinguishes your business as unique and different to someone who could be your prospect is essential if you want to:
- Not compete on price alone
- Create a strong differential between you and your competitors
- Increase not only the quantity but the quality of prospective leads
- Gain market share in your targeted segments
If you don’t know what makes you specifically different and unique, and you would like to be more profitable and more effective in how you spend your time and money, commit some time to defining that position. It will pay off!