Focus on everyone

Focusing on your target market is a key factor to the success of your business. It is very important that you do not try to be all things to all people. But, what happens if your product is truly suited for businesses across vertical markets? How do you take care of every one but still stay true to focusing on your target market? If you are selling legal software, it is easy to focus on your target market. But, what if you are selling paper, toner or printers. Your market is really rather large. You still need to focus to something. You have to be sure that you can speak the language of your customers. If you are talking with a legal administrator, your conversation needs to be different than if you are talking with an office manager for a cold storage facility. Okay... you might think, "What difference does it make? They are still just buying paper. Everyone needs paper, so what difference does it make if I understand their business or not?" The issue is that of providing additional value. If you are content to sell a commodity where your only real differentiating factor is that you "guarantee a 10% savings over your competitors," then paper is all you are selling.. maybe. But, as you understand more about their needs... as you know them better, you will find that there are other sales opportunities for you and they will begin to look at you as a trusted adviser. There is something that all of your customers have in common. In order to focus on your target market, you have to understand what it is you are focusing on. If you can not find the commonality between those companies, you are simply providing a commodity where price is the only reason why someone will buy.

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Corey Smith is a co-founder of Resumango where you can build a better resume for free.