For any business at any stage, there is an ideal customer. If you just think about this, you can descibe this ideal customer. To help you focus on this, name him or her.
So If you are selling power nailers to home builders, we can call him Tom Builder. Tom has been in business for 10 years, has 5 framers working for him, drives a pickup, and is worried about the subprime mortgage problem and the potential recession in home building.
See him standing in front of you? What can your business do to help him today? Your sales material should speak directly to Tom Builder.
This technique keeps you from lapsing into boring sales speaking. It is so valuable that it has a name: marketing persona.
You may need to develop several personas, if you have several types of ideal customers. But you need to give each one a name.
.
