Sell to the right client

There's always someone who needs to buy something, just as there's always someone with money. But those clients may not be looking for what you have to sell.

You have to understand that not everyone with cash, a chequebook or a credit card is your customer. It all depends on the real need the person has. So look for clients who need to buy what you're selling.

Many companies and freelancers buy contact lists in the hope of reaching a larger audience. The result of this work is usually disappointing, because not only is the contact list made up of strangers (after all, you didn't build it), but the work of finding people interested in your product or service ends up being arduous and fruitless. And often more expensive too, because as well as investing in buying the list, you could be spending a lot of money on a campaign and directing your efforts at the wrong people.

It's much more profitable when you build and qualify your own contact list. It may take some time, but your profit will be much higher.

So instead of shooting for the big time, carefully identify specific customers who already show an interest in or need for your product or service.

Focus your attention and your investment on where your real customers are. This will certainly bring many more benefits, both for you and for the people who buy what you sell.

By targeting your work and improving your knowledge of your customer, you can create ways to reach them, take assertive action and always offer relevant products to your target audience.

When we focus on the right goal, the road ahead becomes less arduous. Our attitudes and sales projects flow more naturally and, as a result, we achieve our goals much more efficiently and effectively.

Become a specialist "in your client". That way, you can always deliver your best. With targeted work, you get it right more often, minimise your costs and increase the productivity and profit of your business.

The more you specialise in the customer, the quicker you can identify and make the necessary corrections to your procedures to improve customer service.

There's another big gain when you focus on serving the right customer: the customer feels more important because they're being served by a specialist, and this will make them feel secure and confident enough to remain loyal to your services and products.

Your knowledge and commitment to the client who really needs what you sell will generate good business and satisfaction for all parties involved, for much longer and with much greater profit.