Carve Your Niche:
How to build dominant positions in profitable target markets

Overview

Learn the strategies that "The Rainmakers" use to dominate industries. In this highly interactive planning process, sales professionals learn why target marketing is vital to their success, what to look for in a target market, where to find attractive markets, how to assess the attractiveness and profitability of specific markets, and how to determine which one is the best fit for his or her personality. They will learn from dozens of actual examples of how others have created strong positions on small budgets. Participants will evaluate their business in a pre-workshop assessment. During the workshop they will design a marketing plan that distinguishes them and develop a personal commitment schedule that ensures their plan becomes a reality.

Why Target Market?

• Trends in the marketplace
• The need to create distinctive competence and competitive advantage
• The efficiencies target marketing provides in marketing, prospecting, selling, and servicing
• How target marketing impacts survivability and profitability

How to Select a Target Market

• Where to look first
• Criteria for selection
• Resources to tap

How to Develop an Entry Strategy and Launch Your Promotion Campaign

• How to leverage referrals to accelerate your penetration
• How to quickly create high visibility

How to Strengthen Your Position

• How to create marketing leverage by using internal vehicles and organizations
• Forming partnerships within the target market
• How to secure testimonials and high visibility sponsorships

Risks of Target Marketing and How to Manage Them

• The time and investment required
• How to phase in your investment of time and money so you are immediately profitable
• How to sustain your current business while developing a target market

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