Choosing the right Customer

In many industries it’s becoming quite common to have young, fresh-faced employees. However, that can present a few problems. For example; if you’re a 23 year old trying to sell estate planning to retiree’s, chances are you won’t find much success. People will be very hesitant to give you their business because they will question your knowledge and experience.

So, how do you succeed if that’s what you have to work with? Here are a few suggestions:

• Your first option would be to ask all of your current clients for a letter of recommendation. Put them together in your professional portfolio and keep them handy to use with prospective customers. If there are concerns expressed, these can be a very valuable tool.
• Your second option is to re-evaluate who your target customer is. It may be obvious in estate planning that you will be working with many people 65 and older. But, consider the possibilities if you started with people a generation or two younger. Building a relationship with someone in their 30’s and 40’s can prove very valuable in the future. By simply offering some good advice while they’re younger, it can be enough to secure their business when they are ready to retire. They will already know you and they will feel comfortable trusting you with their money.

There are plenty of examples of bad marketing out there. If you own a lawn care company, don’t waste time and money mailing ads to people who live in apartment buildings. It sounds obvious enough, but it happens! Even if you’re just trying to get your name out there chances are, if or when those people need lawn care, they won’t remember your name. You won’t make very much money or generate a lot of customers with this type of marketing.
The point is, find the right way to reach out to potential customers. Figure out who your ideal target is. If you can’t reach your target customer because of concerns, take measures to resolve them. Get creative, find a way and you will find customers for life.

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