Defining Your Target Market

The first step in Smart Prospecting involves defining your target market. Most salespeople might define their target market as ''all companies that purchase our product or service.'' If you work within a region, you might further refine your definition to focus on your region only.

The concern with the previous definition is the word all. The word all implies a lack of focus. Remember, our goal as salespeople is to maximize our return on investment, and we can only accomplish this goal by finding those buyers of our product or service who are most likely to make major purchases. Although it might seem as though you are limiting your opportunities by excluding some buyers from your target market, you are not. What you ...

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