April 14, 2022

481: Know Your Market - And Meet Them Where They're At (feat. Brian Nichols)

Focus on those who are in your target market, and then focus on the issues they care about.


Focus on those who are in your target market, and then focus on the issues they care about. 

 

That's the theme of today's Morning Sales Huddle on The Brian Nichols Show!

 

"This is where we've missed so badly over the past few years, - we have in, our heads - who our ideal customer is based on what we want them to be,

 

But not who they actually are.

 

So if you want to actually meet people where they're at on the issues they care about, well, good, because that's going to help lead to positive success.

 

But if you're focused on just talking about the things that you want them to care about, and that's the only thing that you focus on, well, congratulations, you'll be speaking to a party of one; and that will be you. 

 

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Transcript

Brian Nichols  
Instead of focusing on winning arguments, we're teaching the basic fundamentals of sales and marketing and how we can use them to win in the world of politics, teaching you how to meet people where they're at on the issues they care about. Welcome to The Brian Nichols Show. Well, happy Thursday there, folks, Brian Nichols, you're on The Brian Nichols Show. And thank you for joining us on of course, another fun filled episode, I am as always, your humble host. And today, it's you and me, one on one mono e mono, and today we're going to be discussing Well, we're going to be discussing some of our morning sales huddles that we're going to go back to last year actually, for some of these, some good ones from from yesteryear, it's gonna be talking about number one who we should be talking to, but number two, how we should be talking to them. And this goes to the idea of knowing your target market. So starting out there, we're going back to October 2021. Who should you be talking to? Quote Brian, who should I be talking to? I honestly get that question in at least 80% of my consulting calls. Now, at first glance, that might seem like a crazy question to ask, I mean, who doesn't know who they should be talking to in the buying cycle? I mean, after all, Aren't those the people who are actually buying your solution? Well, maybe, but maybe not. See in sales. There are two types of prospects, decision makers, and decision influencers. During a sales cycle, you'll be speaking to one of these two people, but how do you figure out who the decision makers or decision influencers are research. For example, if you're selling business technology solutions like me, then you're likely speaking to a CIO or an information technology director. I specifically help technology professionals healthcare, finance, legal, manufacturing, retail and a few other verticals. And instantly, I've narrowed down who I should be speaking to, in a much more manageable list of prospects based on the information I know I'm looking for. Then I make it even more hyper focused, focusing on those technology professionals in those verticals who value my value proposition, because they understand it will help helping them simplify their business technology Well, giving them precious hours back in their day. So looking back, I have now narrowed down a pool of never ending prospects, down to a few select group of qualified people that I know I can help. And with that, now, I know I can filter that down even more, and tailor my outreach based on their personalities, what they care most about, and most importantly, what their biggest pain points and challenges are. Don't overwhelm yourself at the start work smarter, not harder. And most importantly, know who you should be talking to. Don't overwhelm yourself. Yeah, that don't overwhelm. It's funny how that ended up being a recurring theme, because in my other post, which we're going to November 17 of 2021. It was our morning sales huddle stop overwhelming, not ourselves this time, but our prospects. In the world of business technology, there are hundreds, if not 1000s of companies that are out there who say they can solve any and all business technology needs. They will bombard prospects with cold calls, cold emails, social media campaigns, snail mail, flyers, webinars. And then then if they're lucky enough to actually get an appointment, they regurgitate loads of information to their prospects highlighting all the texts and specs of their products and solutions. And this is where your average prospect will turn off immediately and explicitly due to information overload, stop overwhelming your prospects. For my day job, my role is to help companies simplify their business technology. So that means building solutions that are easier to understand. And that focus on solving the key problems that they're facing versus drowning them in features and benefits of those particular solutions. And I just happen to be presenting. We see this in politics far too often, especially in the world of libertarianism. Instead of meeting people where they're at, on the issues they care about, and focusing specifically and exclusively on those key areas. We open the floodgates, we spout off all of our ideological backings and libertarian ideals that, quite frankly, mean little to nothing to our prospect. When we overwhelm them with information that isn't pertinent to the problem before them, then they turn off and who can blame them? They're looking for a solution to their problem right now,

not some principals ideology. It's when the principal ideology actually helps solve their problems, that they will then look at the principal ideology differently. But you don't present the principal ideology as a solution, but rather as a means to help solving their problem, specifically, their problem. All right, there you go to have our morning sales huddle is what did you You think if you enjoyed both of those? Well, I hope so, I would ask you to please go ahead and share it because especially in the world of liberty politics, this is, this is a conversation that we need to be having more frequently, we need to stop thinking that everyone is our target market number one. And number two, when we start to narrow in and who our actual market is, then we can start focusing on the things they actually care about. Right. And this is where we've missed so so badly over the past few years, is we have in our, in our heads who our ideal customer is based on what we want them to be, but not who they actually are. So if you want to actually meet people where they're at on the issues they care about, well, good, because that's going to help lead to positive success. But if you're focused on just talking about the things that you want them to care about, and that's the only thing that you focus on, well, congratulations, you'll be speaking to a party of one and that will be you. So with that being said, thank you, folks, for joining us on today's episode. By the way, did you know that we have almost 500 episodes in total over at The Brian Nichols Show? I know that blew me away when I heard that too. If you have not had the chance yet to go ahead and check out all 500 episodes will head to your podcast catcher in hit that little Download All button. It'll download all the episodes for The Brian Nichols Show. So you can start with Episode One. I do apologize for you know, for four and a half years. Wow, four and a half year ago, Brian, you know, definitely the show has changed. And it's I can't listen to myself in the past because it just makes my skin crawl. But it is funny to see how the show has changed and how frankly, we've seen the world change. The conversations that we were talking about four years ago are very different than the conversations we're talking about now and yet, and yet there are some conversations that you'll start to hear reoccurring themes. I really noticed that starting with our episode there with Dean Clancy back in I think is February of 2018. So again, if you have not had the chance yet to check out those episodes, head to your podcast catcher over at Brian Nichols show.com rather Brian Nichols show over on your podcast catcher hit that Download All button but you want to learn more about The Brian Nichols Show. Yes, Brian Nichols show.com And by the way, we're gonna be launching a couple of new items over on our shop here in a couple of a couple of weeks. We have our brand new a meet people where they're at swag part of sell liberty. And then also if you did not check it out yet we have our trust the experts mug with Mrs. Rothberg and high IQ on top of it. No, it's Friedman. It's things Friedman Mises high again, Friedman, Milton Friedman. So if you want a trusted experts mug or T shirt, head over to the Brian Nichols show.com Ford slash shop and use code TBNS at checkout. So, that being said Brian Nichols signing off, you're on The Brian Nichols Show. We'll see you next week. Thanks for listening to The Brian Nichols Show. Find more episodes at the Brian Nichols show.com. Enjoying the audio version of the show, then you'll love our YouTube channel. Be sure to head over there and subscribe. If you're new to The Brian Nichols Show, be sure to head to your favorite podcast catcher and click download all unplayed episodes so you don't miss one of our nearly 500 episodes that will be sure to leave you educated, enlightened and informed if you got value from today's episode. Can you do me a favor and head the Brian Nichols show.com forward slash support and leave us a $5 donation and by the way, and you get on the show a five star review yet? If not head to Apple podcasts and tell folks why you listen to the program and don't forget to tell your friends to subscribe to follow me on social media at be Nichols liberty and again if you'd be so kind please consider making a donation to The Brian Nichols Show at the Brian Nichols show.com

forward slash support. The Brian Nichols Show is supported by viewers like you. Thank you to our patrons Darryl Schmitz, Michael Lima, Michel Mankiewicz, Cody John's Trent Acosta and the we're libertarians network. Faced with an uncertain future many business owners and technology professionals don't have the time needed to invest in their business technology strategies and as a result are afraid of their technology getting outdated and putting their company and customers information at risk. The digital future is already here. But with all different choices in the marketplace, it's difficult to know which one will be the best fit for you in your strategic vision. Imagine having the peace of mind that your business is backed by the right technology investments that are tailored for your specific needs. Hi, I'm Brian Nichols and I've helped countless business owners and technology professionals just like you helping you make informed decisions about what technologies are best to invest in for your business voice bandwidth, cybersecurity, business continuity juggling all the aspects of business technology is messy. Let me help at the Brian Nichols show.com forward slash help and sign up for a free one on one consultation with yours truly to dig deep into where you see your company headed and how we can align your business technology towards those goals. Again, that's Brian Nichols show.com forward slash out to get your simplified business technology started today.

Transcribed by https://otter.ai