Page 154 - Paulisms: Gold Nuggets for Small Business

In marketing and sales we can shortcut our efforts by directing our energy and pinpointing our focus on the birds of a feather that flock together. If you are selling into a particular geographical location and there is a cluster of sales activity, hammer that area rather than using the shatter gun approach of targeting. Target the same neighbourhood, getting more out of the sales you have made – the more sales, the more referrals. It’s a lot cheaper than more marketing to develop leads in other areas. If selling business-to-business, you have already identified that sales channel and can simply target similar, like-minded companies. Often they are next door to each other, as often similar businesses follow each other to the same geographical location.
I met a guy who sold a particular installed home improvement product and all he did for his marketing was send out in the mail a generic letter with an offer for his