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How Much Business Are You Getting From Your Natural Market?
By: Developer Shed
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    How Much Business Are You Getting From Your Natural Market?
    by Bob Leduc

    Copyright 1999 By Bob Leduc

    I have a friend who is one of the top sales producers with a
    large life insurance company. Tony was born in Italy and
    grew up near Naples. He moved to the US about 15 years ago.
    He was immediately hired by his present company because he
    had prior experience selling insurance to US military
    personnel in Italy.

    Tony soon discovered that a large number of Italian
    restaurant owners in the US city where he now lived were
    from a small village outside of Naples. Not only did they
    speak Italian, they spoke his dialect. It wasn't long before
    Tony was getting most of his business from these Italian
    restaurant owners. Nobody else can duplicate the 'natural'
    relationship he has with them. It's the primary reason why
    Tony became one of the top producers in his company.

    Tony's relationship with his clients illustrates the
    powerful advantage of capitalizing on a 'natural market'.


    A natural market is the portion of your target market that
    shares a unique personal characteristic with you. It
    automatically creates a relationship between you and a
    prospect in your target market for a PERSONAL reason. For

    Let's say you're a teacher or have been a teacher in the
    past. You're also a distributor for an MLM company selling
    healthcare products. You define your target market as people
    interested in preserving or improving their health and who
    are also interested in a business opportunity. Some of those
    prospects have the ADDITIONAL CHARACTERISTIC of being
    teachers or former teachers, just like you. That's a natural
    market for you. You can communicate with them on a special
    personal basis.


    Potential customers are more receptive when they share a
    common background or a special interest with you. It's human
    nature to feel secure when doing business with someone we
    believe is just like us. This is especially helpful for
    promoting business on the Internet because prospects can't
    see or hear you 'live'.


    Start by making a list of different things you've done in
    your life. For example:

    * What professions or occupations are you engaged in (now or
    * What hobbies or crafts do you actively participate in?
    * What special interest clubs or associations are you
    actively involved with?
    * Do you have a unique national origin or speak a foreign
    language (like my friend, Tony)?
    * What unique special background or special experiences do
    you have?

    Each item on your list may represent a natural market you
    can use. However, some will have more impact than others.
    The greater the uniqueness of the common characteristic, the
    more leverage it provides. Select the one with the most
    unique characteristic to use first.

    Your natural market is a more focused definition of your
    primary target market. Once you identify a natural market,
    start using it in your advertising. Revise your present
    sales material to create special sales material specifically
    appealing to your natural market. Use the same marketing
    tactics you've been using but expand them to include this
    new segment of your target market. You'll unlock a
    completely new layer of business hidden in your existing
    target market.

    Bob Leduc retired from a 30 year career of recruiting sales
    personnel and developing sales leads. He is now a Sales
    Consultant. Bob recently wrote a manual for small business
    owners titled "How to Build Your Small Business Fast With
    Simple Postcards" and several other publications to help
    small businesses grow and prosper. For more information...
    Email: Subject: "Postcards".
    Phone: (702) 658-1707 (After 10 AM Pacific time)
    Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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