Search for the target audience of the company
From the point of view of sales potential, not every consumer is sufficiently attractive. Only some of the potential buyers are really interesting. To explain this situation, a special marketing term is used – the target audience. In the classic marketing sense, the target audience of a company is a group of people who, with a probability of as close as possible to 100%, will buy this product or this service.
Target audience of the company
Accordingly, a non-target audience is a group of people who will buy a given product or service with a probability close to 0%. If the probability is 50%, we can speak about a semi-target audience, because the probability of both buying and not buying is the same. Identifying the target audience is actually a measure of the likelihood of a purchase. If a person with a probability of 50.1-100% buys a product, then he belongs to the target audience, and if with a probability of 0-49.9%, then to a non-target. According to the probability of buying 50% of the border between the target and non-target audience.
It may seem that the probability of purchase is a sentence with which nothing can be done, which “cannot be appealed against”. However, it is not. The bottom line is that the probability of buying can be raised, and very often even up to 100%. In fact, this means that any consumer can be turned into a target audience. The probability of purchase depends on two factors: the presence of an idea for which a product is needed and the degree of its activity. If a person does not want to realize the idea, then the probability of purchase is 0%. Does not want to implement for two reasons: the idea has already been implemented, or has not yet been implemented.
What is the target audience of the company?
If the idea is implemented, then as long as the product or service does not “end”, they are not needed. If the idea is not implemented, then it must be implemented accordingly and then the buyer will become a target. There is another option – the idea is implemented, but not active, respectively, the buyer is potentially targeted. To make it really target, you need to activate this idea. After activating the idea, he will want to implement it and for this he will need the appropriate product or service.
Target audience of the company
The buyer can be viewed as a target audience from two positions. The first, traditional position is the product itself. The second, new position – these are the ideas that he wants to realize with the help of this product and, strictly speaking, this is a position from the point of view of marketing. When you consider a target audience from the point of view of a product, you significantly limit your sales opportunities. The target audience of the company, considered from the point of view of the goods, is seen only from one position.
For example, there is such a product as sneakers. They cannot be anything else, which means that from the point of view of the goods there is only one position. If we consider the target audience from the point of view of ideas, then it is obvious that you can buy sneakers to implement many ideas: it is convenient to walk, enjoy shopping, boast to your friends, cheer up, increase self-esteem, and so on. There are dozens or even hundreds of ideas that a consumer can implement with the help of sneakers.
Competent specialists in sales, marketing, advertising usually have in their pockets a set of ideas that can be realized with the help of a specific product.
Competent specialists in sales, marketing, advertising usually have in their pockets a set of ideas that can be realized with the help of a particular product. This set of ideas is called an idea map. At the right time and in the right place, they climb into the “pocket” and get ideas in order to transfer them to potential buyers using the script for the sale of goods. Moreover, the ideas are obtained until the buyer receives the one that interests him. Having received an interesting idea for him, the buyer understands that to implement it you need a product and cannot hold back to buy it.
Of course, the idea can be qualitatively conveyed only if it is pumped to her either as a result of much experience or as a result of using a legram. To get a rich experience for a large list of ideas is simply unrealistic, so usually a legram is used for pumping, because it allows you to get the desired result much faster. It is logical that the more ideas a particular specialist in sales, marketing, and advertising operates on, the more products he deals with are sold.
It is obvious that consideration of the target audience through the prism of a product reduces sales opportunities by 10–20 or more times. What does it mean? This means that to fulfill the sales plan, you need 10-20 times more customers. For example, in order to sell 10 pairs of sneakers using the traditional approach, you need 100-200 clients. In other words, the store should visit 100-200 people in order to sell 10 pairs of sneakers.