To sell more stuff, you should try to sell to more people, right? Actually, maybe not. To learn why a clearly defined target market is the key to a full sales funnel (and how to craft your ideal target market for the new year), check out this presentation from Business Wise Insiders!

1. Zoom In On Your Top Prospects:
4 Steps To Your Ideal 2018 Target Market

2. POP QUIZ:
Which of the following is the
biggest drag on sales success?
Reps don’t spend their time on the right prospects
Reps don’t know what to say on phone / in appointments
Reps don’t use the right tools (e.g., email marketing, CRM)

3. THE 40-40-20 RULE of LEAD-GEN
LIST (40%)
If you don’t TARGET THE
RIGHT PEOPLE, your results
will always be mediocre.
OFFER (40%)
When you OFFER VALUE to
your prospect, you give them a
REASON TO ACT. Otherwise,
they won’t.
OTHER (20%)
WHAT YOU SAY (words) and
HOW YOU SAY IT (images,
design, visual appearance) are
important, too.
3 PRIMARY FACTORS determine the success of your lead generation:

4. YOUR LIST = YOUR TARGET MARKET
Your SUCCESS RATE goes up, and you can sell more stuff in
the same amount of time.
When your TARGET MARKET is filled with your BEST
PROSPECTS, you spend more time on prospects likely to buy.

5. Zoom In (Not Out)
STEP 1

6. My target
market is
HUGE!
My target
market is
small.
Target
market? I’ll eat
anything.
My target
market is clear
and focused.
WHICH BIZ-DEV ANIMAL ARE YOU?
TARGET MARKETS AREN’T ABOUT SIZE... ...THEY’RE ABOUT FOCUS.

7. TARGET MARKET FOCUS: THE JELLY BEAN TEST
If you only like RED and BLUE jelly beans, are you better off
with a bigger jar? Or separate jars that let you pick your color?
SLOW, INEFFICIENT TARGETED, FAST, EFFICIENT → HIGHER SUCCESS RATE

8. KEY POINTS
Your time is irreplaceable; use it wisely
Even if you sell to “everyone,” some leads are better
Focus on strongest leads = more appointments & sales

9. In BWise, use the DESIGN QUERY feature to focus your
target market according to your ideal demographic criteria
BWise User Tip

10. Start With Your Current Clients
STEP 2

11. YOUR CLIENTS → YOUR STARTER CHECKLIST
Your CURRENT CLIENTS are FORMER PROSPECTS who already decided to
buy from you. Use their demographics as a starting point:
INDUSTRY SIZE SALES
LOCATIONSTRUCTURE REACH
◯ Banking
◯ Telecom
◯ Etc.
◯ Large
◯ Medium
◯ Small
◯ <$25M
◯ $25-100M
◯ >$100M
◯ Public
◯ Private
◯ Other
◯ Local
◯ National
◯ Global
◯ Office
◯ Industrial
◯ Retail

12. KEY POINTS
Current clients offer a roadmap to sales success
Some client relationships are better; focus on those
Not sure why a client bought from you? Ask them!

13. From a client profile in BWise, click FIND LIKE
to pull up a list of similar companies
BWise User Tip

14. Filter For Your Ideal Prospect
STEP 3

15. CREATE YOUR “SECONDARY” LIST
Not every contact in your target demographic is a good prospect for you.
QUALIFY your prospects by applying ADDITIONAL FILTERS to hone your list.
“EVERYONE” =
WEAK & WATERED DOWN
CLIENT DEMOGRAPHICS =
STRONGER
QUALIFIED PROSPECTS =
STRONGEST

16. DIG DEEPER: 5 QUESTIONS FOR YOUR CURRENT CLIENTS
“Name 3 PROBLEMS
or CHALLENGES
you faced that we’ve
helped you address.”
“How long were you
ACTIVELY
LOOKING for a
solution?”
“As you considered
investing, WHAT
WAS APPEALING
TO YOU about our
product or service?”
“With other options
available to you, why did
you choose to invest
with us RATHER THAN
OUR
COMPETITORS?”
“Was there ONE
THING OR
MOMENT that made
you decide to invest?”
...TO UNCOVER THE CHALLENGES YOUR IDEAL PROSPECTS FACE.
ASK YOUR CLIENTS THESE 5 QUESTIONS...

17. KEY POINTS
Your target market is more than just a list of prospects
It’s a set of demographic & psychographic criteria
Your goal: maximize time with strongest prospects

18. BWise users can add USER-DEFINED FIELDS to each profile to further
refine their target market criteria and qualify prospects in real time
BWise User Tip

19. Sharpen & Repeat
STEP 4

20. THE LIFE CYCLE OF A TARGET MARKET
Without any changes, the POWER of your target
market can FADE over time...
ALWAYS REVIEW... ...AND REVISE...
...STAYS
FRESH!
...SO YOUR
TARGET MARKET...

21. KEY POINTS
Review client list: any changes?
Measure results vs. expectations: any surprises?
Economic landscape: any new markets / opportunities?

22. INSIDERS

23. © Business Wise Inc. 2017
CHARLOTTE
2101 Rexford Rd.
Suite 132E
Charlotte, NC 28211
T. 704.554.4112
ATLANTA
6190 Powers Ferry Rd.
Suite 190
Atlanta, GA 30339
T. 770.956.1955
DALLAS
15851 Dallas Pkwy.
Suite 404
Addison, TX 75001
T. 214.306.0605