Sales | Miramar Pembroke Pines Chamber of Commerce


Targeting Your Ideal Customer

© Can Stock Photo Inc. / NorthernLightsStock

No matter what your hobby, there are tools of the trade. If you fish, you match the type of bait you use to the kind of fish you want to land. For knitters, there are specific needles to use for different kinds of stitches and patterns. Golfers employ clubs specific to the kind of shot they want to make.

The same is true of your business marketing.

Strengthening Your Sales through Targeted Marketing

The most common marketing mistake a business makes is trying to sell to everyone. It makes the copy difficult to write; the decision of which social media sites to participate on time consuming; and the content just doesn’t resonate.

When you try to appeal to everyone, you impress no one.

Narrowing down your target audience, allows you to speak only to them. They will respond because you’re talking to their specific challenges, in a language they understand, and a format they appreciate.

You cannot create a content strategy without knowing your target market. Trying to do so is like your boss handing you her credit card and telling you to go out and buy a gift without knowing who it’s for or how much she wants you to spend.

Vagueness doesn’t sell in today’s business climate. If your customer has to wonder if you are the perfect solution for them, you’ve just missed the sale. They’re over at your competitor’s website because she made it quite clear she was ideal for their needs.

Building a Buyer Persona

You don’t have to be a CMO to know who buys from you most often. Take a moment to think about her age, family status, income, desires, and challenges. Write it out like a story. Give her a name. When you’re trying to decide how to market a new product or service, ask yourself what would appeal to her.

You may have multiple buyer personas but avoid the temptation of saying anyone can use our product. It suits everybody. While it may be true that anyone can wear a man’s white t-shirt, it will look very different on an infant and a high school quarterback.

If you’re not feeling imaginative, ask a question on your Facebook page about your new product or service and see who answers. Pay close attention to those people who answer in your target customer range. Social media can be an effective R&D platform for you if you know your ideal customer.

Put Your Knowledge to Use

If you understand who your ideal customer is, you’ll know where to find him. You’ll know where he gets his info and how to appeal to him. Does he research every purchase extensively? If so, are you providing the tools he needs? Does he buy impulsively? Maybe he likes established buying patterns. Knowing who he is will help you be where he is, when he is ready to buy. This intelligence will bring you more sales.

It’s impossible to know how to speak to someone you haven’t defined. If your business sales are not what you hoped, take some time to identify who you are trying to reach. Once you have that figured out, you can speak to them in a way that frames your product or service in a light they will be drawn to. You can also be assured if you’re solving their problems, they’ll keep coming back and they’ll bring their friends.


Christina R. Green teaches small businesses, chambers and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine,, AssociationTech, and Socialfish. She is a regular blogger at and Memberclicks.

She’s just a bookish writer on a quest to bring great storytelling to organizations everywhere.



10 Easy Ways to Increase Sales

10 Easy Ways to Increase Sales

© Can Stock Photo Inc. / olivier26

One of the most obvious ways to boost revenue in your business is to make more sales. Here are ten ways you can start doing that today:

1. Do You Have A Sales Strategy?

Most businesses think they have a strategy, but they don’t. 

Now is a good time to develop one.  You need to consider who your ideal customer is and what are the products and services that provide the best return for you. 

The sales strategy should be a brief one-page roadmap that encapsulates:

  • what you want to sell
  • who you are going to sell to
  • where you are going to sell
  • how you are going to sell
  • when you are going to sell 

Keep it simple and keep referring back to it.

2. Are You Missing Opportunities?

You could best sum this approach up as ‘preach to the converted’. Your current customers are likely an excellent source for new business.  You may have a product or service that they may not know about that might suit their business.  Essentially, the first port of call should be the clients that have already bought from your business.

3. Back to Basics

Chambers mentor businesses that have sales issues all of the time.  Oftentimes the problem is businesses have veered from their target market and fail to realise it. 

Take an honest look at what your market is and where you are at the moment.  If sales are not at a level that you would like you might need to ask yourself some tough questions such as ‘Have I focused too much on one sector of my business?’ or ‘Have I deviated from my sales strategy and forgotten about my target market?’. 

Text Box: Tip: Grow your business by connecting with other business people at chamber networking events.The second question is quite a common question.  In struggling economies many businesses survive by ‘throwing everything at it.’

But the economy is largely picking up now. It’s time to assess the business and get back to selling the right products to the right customers.

4. Customer is King

Simon & Garfunkel knew this 45 years ago when they sang ‘Keep the Customer Satisfied’.  In an age when almost anything can be bought or sold online at any time of the day or night by anyone, the need for excellent customer service has never been greater. 

Some businesses have built their reputations on looking after generations of families.  Your business can do that too by ensuring that staff are properly trained and that customers get consistent excellent service every time that they deal with your business.

5. The Price is Right

Have you considered how your product or service is priced?  What research have you carried out to make sure that it is competitively priced and that overheads and margin are factored in?  It is very easy to sell too cheaply just as it is very easy to end up broke.

6. Be Ruthless

What you are not selling is as important as what you are selling.  Take a look at the products or services that are simply glued to the shelves and get rid of them. 

Don’t be reluctant to retire certain products or services.  One of the secrets to success is being able to detach yourself from the emotion of a business decision.  If something is not selling don’t stock it and don’t waste money marketing it.

7. Open Your Eyes

The first quarter is a very good time to take a look at what your competitors are doing. It is also an excellent time to look at similar businesses in different geographical areas to see how they are trading and to see if lessons can be learned.