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Additional resources for Conquer the Market
But basically, I was shotgunning the entire world. I was sending out material to 20,000 business owners and getting phone calls from all over the country. Some people were new in business, others had been in and out of business 16 different times. I was attracting a lot of phone calls, but a lot of dead end people, a lot of people who really weren’t qualified to join my licensing program. ” And I came up with a few key things, just as you will when you sit down to define your perfect customer. I said, “Well, the school should probably have at least — at least — 100 students.
Do you import goods from Ireland that nobody else can get? Do you stock books not found in the big chain stores? Or have you a unique selection of antiques that simply cannot be found anywhere else? Conquering Your Market With A One Man Army: A Complete Guide To Effectively Market Your Small Business 44 Is it your background & training? Do you own a diving shop and employ ex Navy Seals as your underwater instructors? Are you a lawyer who used to be a judge? An accountant who worked for the IRS?
Unfortunately, success went to my brain and I quickly started to break my own rules. While my core business made money selling products, seminars and consulting through the mail, I quickly ventured into other areas. I decided that if my clients, which numbered over 500, would listen to me tell them how to run their business, surely they would let my company do their monthly billing? Wrong! One of the things that they liked about my service was that I was totally objective. Once I started to handle their money, perhaps they felt this would not be the case.