Who IS your target market?

B

Beth & Rod

SR Wood Geek / Moderator
Who is your target market? What are their spending habits? What's their income? Home value? What attracts them to purchasing services? How do you build ads that will catch their eye? Why is it important to position yourself in a way that will attract them? Why won't a standard ad be as effective as a targeted one? Are you missing people? Is it possible that you could be attracting a greater number of people? What's an ad campaign and how do you prepare it?

What IS marketing anyway.....

Last but not least...

Are you going to PWNA? I'll go over these questions beginning at 8:30 am on Friday November 1st.

Beth
 
Core business is new residential construction. Target market are new home builers. Narrow market - on purpose!
 
Ok, so the vertical service market you are aiming for is construction cleaning.

Who are the decision makers? What's their pain? What's their personal gain in what you do? What's the best way to target them (decision makers)?



Beth
 
Beth, as you aware the decision makers may not share the same title in each company. In most it is the home builder; in others it is one of their superintendents. Each want as a minimum to have us turn a crappy looking masonry job into one that the potential buyer will like. The key is to determine what their other hot buttons are - some want their windows clean, some don't care about overall cleanliness as much as protecting mortar joints, others want their vinyl cleaned along with the brick, etc. etc.

We tend to differentiate by doing a better than average cleaning job, but providing a more professional and responsive job, and by being able to solve problems and provide consultive services that others can't or don't want to do.

We are the price leader and don't get the business of low price shoppers. This is ok because the customers we lose tend to have brick layers, etc. that do a cheap, crappy job.

Don't know if I answered you question or not.
 
Hi Bill,
My questions were designed to get you thinking, and in the event you didn't have the answers to some of them, then to get you to get them. From what you have shared here it sounds to me like you are doing wonderfully! :)

You're right about the key being determining their hot buttons, or findingout what thier particular pain is. Get them to talk about it then tell them how you'll be able to solve their problem and make the pain go away.

Consultative selling. Excellence in customer service and follow up.
Combined, you can't go wrong.

Beth :)

p.s. you don't have to lead with price. you can lead with quality, which it sounds like you are doing.
 
Leading with quality, price follows.

Realized that you were taking me to school. That's ok, I also have the "teacher gene".
 
:) Yeah, not a bad thing at all if you ask me (teacher gene).

It's important to always keep learning too.

Beth
 
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