Today, I felt like sharing the words of a master marketer. So, first, to give credit where credit's due, this is the late Gary Halbert's lesson. Gary’s lessons are proven and profound.
Benefit from this if you dare.
I am paraphrasing this lesson in a quick format that can make an immediate impact on your business- if you read it and take action. Ok, let’s go….
A starving crowed (virtually) guarantees your success in any business.
Gary asks students; If I offer to set you up in the fast food biz, with a hamburger joint, and you can have any one special advantage you want, what'll it be? A clown, special sauce, great burgers or a big ad budget? The crowed typically responded with various answers. Then Gary would say: I’ll take "a starving crowd."
The proof of this is true - the "roach coach" business:
You know, those food wagons that come around to factory parking lots. They usually sell bad, overpriced food, and they are besieged with swarms of eager customers every place they go. Why? Because they go to where the starving crowd is waiting.
Examples of a "starving crowd"?
First, Any market in chaos, in trauma, in transition, like, right now, the health care professions (fearful of the negative impact of managed care on their futures). Or how-a- bout, a market where everybody is in pain, like insurance or information technology. (buyers are confused by the choices, frustrated with the “old” way of doing business and cheesy sales people). Additionally, you can target a group of especially, extraordinarily hyper-passionate about their particular interest. Golfers are this type of rabid
So, I told you Gary’s starving crowd lesson. Now, Let’s make it personal.
In your personal business, think about a group of buyers with an aggravation that gives them sleepless nights, ulcers and rage, that you can solve, and/or a burning desire for something you can provide.
· Mortgage bankers, who is your target and what is the biggest problem you can solve?
· Real-estate agents, define your target closely and solve the real problem for your buyers?
· Insurance brokers, break the mold, become the anti-sales person. Provide a solution to a targeted group that needs your protection – without the high-pressure sales pitch.
Reward: You will sell more, with less resistance.
Identifying a market and building the right offer for it is a far, far superior means of doing business than is developing an offer you think is right, then looking around with perplexity for who might respond to you.
Build an offer for an starving crowd and you will create market demand for your services. People will buy from you as a solution to their problem and rejoice in the service you provide.
-To Your Success
