Selling on Target
by Jeff Davidson
Sales professionals who reach targeted niches through effective positioning often incorporate a “free form” marketing perspective. Particularly for consumer markets, this involves taking a long and protracted look at the research and data gathered, and then employing innovative ways to capture the attention of targeted niches based on the predictable course of their day, week, month, etc.; based on the hardship, struggles, and stresses they encounter; based on the time pressure, social pressures, family pressures, and economic pressures which confront them; and any other identifiable factor which translates into a need.
The consumption of goods and services can often follow a pattern that is the guide to customers’ “rights of passage.” Tracing likely events in the course of the typical individual’s life reveals the following “purchasing” occasions:
* Renting an apartment or buying a home.
* Starting a new career or new job.
* Marriage, separation or divorce.
* Child birth, rearing of children.
* Illness, accident, continuing health needs.
* Adult education, workshop, seminars.
* Vacations, travel, leisure time activities.
* Children going to school.
* Childrens’ sports clubs and activities.
* Anniversaries, reunions, epochal gatherings.
* The empty nest, retirement, slowing down.
* Disfunctioning, death.
Entire industries are created to accommodate the needs of large masses of people experiencing the same life cycle related needs. The rise in diaper and day care services, for example, mirrors millennials starting to have children. Similarly, the emergence of home grocery deliveries and personal services reflects the growing number of two income families (with husband and wife are both working,) and the rise in the number of singles who have no “domestic” partners.
Psychological and Emotional Needs
Researchers tell us that common human desires for love, safety, shelter, security, and avoidance of pain are strong buying motivators. So too are guilt, anxiety, and fear. The need to keep up with the Jones could be prevalent in your product or service area. Today, for many people what they buy is “who they are.”