Narrow It Down

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When it comes to generating the momentum of market presence, you want to cast the widest net possible that makes sense to your niche, and then be more discerning about who you’re spending time on later in the process.

The top producers, though, have learned to cast a smaller net that catches bigger fish. Chet Holmes, one of the top sales producers in the country today—the guy turns bad sales around in struggling companies unbelievably—said, “There’re always a smaller number of best buyers rather than all buyers.”

What the hell does that mean? It just means narrow down who you’re targeting to prospects that—although smaller in number—would bring in much more revenue than all the small fish combined. Linking with these big fish would not only save you time and energy, but could be great ways to affiliate, partner with, and otherwise make marketing and sales easier than fishing on your own.

You’re a real estate broker in your town. Who are you going to in order to start generating leads? Who are you targeting before you start sending out direct mail to every household in the town? Who, if you were famous among them, would drive so many referrals to you that you couldn’t even handle it all?

You’re looking for the most influential people who have access to the same types of prospects you want, and you’re pounding them relentlessly. That would be the people who live in the most expensive homes in your town. You make this a must in your marketing budget.

Pick the dream prospects! It’s the most cost effective method of building your business without spending a lot of money.

These select people looking at your face in the mail once a month, every month may not need you now, but when they do, they know like clockwork that your flyer’s coming in the mail. Commission on one expensive house sold could more than make up for the marketing budget on that strategy. When it comes to high-end real estate in that area, you’d be at the top of those people’s minds, even when most of the time they weren’t thinking about you.

Even when we’re talking about in-store client relations, we still want to be narrowing down what we want out of each interaction, so it’s still a mindset of quality of interaction versus number of interactions. How could you get one customer to buy more than just the item they came it looking for? Or a number of more expensive items?

How can you make the first point of contact more interesting right from the first or second sentence or with the first thing you show them? How can you make it more attractive, more appealing, and more exciting?

Get clear on your objectives. Most people are not strategic. They don’t think like, ‘How many things do I want to accomplish with the buyer?’ It changes the whole quality of the interaction when you start thinking strategically.

The more narrow and focused your objectives, the more impact you will have right from the very beginning, and the quicker and faster you’ll grow with less effort. The biggest element is persistence, patience and commitment to really seeing this strategy through.

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