To sell more, focus more.
Narrowing your focus allows you to hone in on your unique point of differentiation in the marketplace AND more thoroughly target the prospects who need it.
If done right, you should have almost no direct competitors. Most companies should look like “almost what I need but not quite” vendors.
To do this, take a facet of the market or some characteristic of the solution and diverge. Is the only thing differentiating your positioning statement (aka your focus) from your competitors the name before the slogan?
If you can swap the names from the positioning statement and it still be true… you haven’t found your unique differentiation point.
But, what if your solution IS pretty much the same? Then, focus on specific segment(s) you want AND serve them… not only with your software solution but by sending them great “How to” information. Letting them know about OTHER products that can help them. Having a service presence at their conferences.
In short, they should view your company as assisting their success.
The right focus can make your software solution intensely appealing to a select group of prospects. This impacts EVERY facet of your marketing communications and makes it MUCH easier. It also DROPS the new customer acquisition cost to delightfully low levels.
A unique differentiating focus provides the following benefits:
- Clearer direction for how you spend your time, money and resources.
- Better “word-of-mouth” marketing across the prime prospects because they look to you as the leader.
- Higher level of loyalty, less attrition rate because there are fewer competitors and you are committed to their success.
- A well-defined set of criteria for identifying the prospects who can benefit most from your solution.
- Fewer competitors, because there are fewer companies who do what you do
- Better margins, because focused solutions command premium pricing.
When prospects understand your focus, they’ll seek your solution out! Because they feel like you are JUST for them.
Then, buying your software will be a no-brainer.
To sell more , focus more.
Jason Bedunah