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Page 62 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Target Marketing

When You're Low on Ammunition

Target marketing, where self-marketing really

begins, means research. And research means

doing your homework. You need to determine

your Who, What and How: exactly Who your

clients are going to be, What you will offer that

will interest them, and How you will reach

them.

Harvey Mackay, in Swim with the Sharks without

Being Eaten Alive, says the Japanese have a simple

way of describing the typical American

marketing plan. "Ready? Fire! Aim!" We just go

out and do it, then we try to figure out what

went wrong. First we develop the product or

service, then we try to figure out who needs it.

Or maybe we try to create a need for it.

Most target marketing books and articles will

tell you to research what the clients want, then

tailor your service to meet those needs. For selfmarketing,

we say you must go even farther.

You need to make yourself an expert on the

subject; this research opens the door for all of

the self-marketing avenues.

Here is a case in point. Sales

trainer Tony Alessandra says

that "most people aim at nothing

and hit it with amazing accuracy."

When he was a

university professor, he decided

to go into the sales training business.

Although he had been very successful

selling products door to door, Alessandra had

never taken a course in sales. But he did know

how to do research.

SELL AUTHENTIC DESIGNER

HANDBAGS • CLOTHING • SHOES • JEWELRY

www.bagvendors.com

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