Page 73 - Social Media Marketing

CHAPTER FIVE

CATERING TO
MARKETPLACE
DIVERSITY

M ost people gravitate toward people with similar inter-
ests, needs, socioeconomic status, and personalities.
This is true for salespeople, as welL We tend to feel more comfort-
able when we are around people like us, and we communicate more
effectively with people from similar backgrounds. Unfortunately,
this limits our opportunities.
Every day, salespeople cut themselves off from potential mar-
kets because they are unable or unwilling to deal with customers
or clients with different backgrounds. Some salespeople, for ex-
ample, always sell to the man when dealing with a couple, even
though statistics show that women are more often than not the de-
cision makers. Likewise, some salespeople are incapable of selling
to clients from different racial or cultural backgrounds.
When you run out ofleads, it's often tempting to think that you've
run out of market, but this is rarely the case. In fact, your farm area
probably has plenty of additional opportunities in untapped or

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