Issue link: https://docs.hic.us/i/403552
Micro-Marketing Caring for a tiger can be a tiresome process. It always seems to be hungry and never completely satisfied. As long as you keep it fed, everything's okay, but the minute it gets to feeling a bit empty in the digestive track, you better watch out! A small business operation is much the same. It needs a constant diet of new orders to keep it satisfied. As the owner you can't slack up for a minute, lest you are willing to face the consequences of an angry beast. Your greatest challenge is to ensure a steady flow of work to keep your shop running smoothly. This means forever searching for new clients to supplement the existing customer base and to replace those who drop off as part of the normal attrition process. If you are successful, then the beast is happy, if not, be prepared to feel the heat of its breath against the back of your neck. Of course finding new clients is easier said than done. Going out into the world in search of customers can be quite daunting. There are so many possibilities, but you are only one person with a limited amount of time and resources. You'll never have enough of either to justify spending your days knocking on an endless amount of doors. With this in mind, it's essential that you develop a focused approach to ensure the best use of your time and resources. Welcome to Micro- Marketing. Unlike Niche Marketing, where you are trying to develop a specific core Market to focus your operation on, Micro-Marketing is more concerned with concentrated selling efforts to multiple market groups one at a time. For example, suppose you want to sell to a local car dealership. Instead of just making it a one-shot deal, create a focused sales approach that can be applied to every car dealership in the area. Then visit each one in succession until you have contacted them all. This allows you to develop a targeted market focus. As you go through the list of prospects, you will find that your sales presentation gets a little bit better each time. Essentially, you'll find yourself "in a groove" and should take every advantage of it. Use each prospect as a stepping stone to reach another. Let's take a look at a specific scenario. Y Y o o u u i i d d e e n n t t i i f f y y t t h h a a t t t t h h e e r r e e i i s s a a n n a a v v i i a a t t i i o o n n m m u u s s e e u u m m w w i i t t h h a a g g i i f f t t s s h h o o p p a a t t a a l l o o c c a a l l a a i i r r p p o o r r t t . . P P u u t t t t o o g g e e t t h h e e r r a a c c o o l l l l e e c c t t i i o o n n o o f f u u n n i i q q u u e e a a v v i i a a t t i i o o n n s s t t o o c c k k d d e e s s i i g g n n s s a a n n d d p p r r o o d d u u c c t t i i d d e e a a s s . . G G o o a a h h e e a a d d a a n n d d s s e e w w a a t t l l e e a a s s t t o o n n e e d d e e s s i i g g n n o o n n a a c c a a p p o o r r s s h h i i r r t t a a n n d d d d e e t t e e r r m m i i n n e e p p r r i i c c i i n n g g . . V V i i s s i i t t t t h h e e m m u u s s e e u u m m a a n n d d s s h h o o w w t t h h e e m m t t h h e e s s a a m m p p l l e e s s , , a a s s w w e e l l l l a a s s a a c c o o l l l l e e c c t t i i o o n n o o f f p p r r o o d d u u c c t t www.hsi.us care@hsi.us 118