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'.
WHAT IS 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
BENEFITS OF A NATURAL MARKET
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'.
HOW TO FIND YOUR BEST NATURAL MARKET
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
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
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: BobLeduc@aol.com Subject: "Postcards".
Phone: (702) 658-1707 (After 10 AM Pacific time)
Or write: Bob Leduc, PO Box 33628, Las Vegas, NV 89133
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