As I started my company, I knew that one segment of my target audience would be small businesses. These were the people that I loved working with and for in my previous occupation. I simply cared about these people.

As I began to work on my marketing plan, I went back to take a look at my MBA curriculum. I didn’t like what I saw. It was all so sterile. According to the text, I had to have concrete facts as to why I wanted to work with these people. You cannot sell meat to a vegetarian after all. I had to be able to back up my target market decision with facts and figures.

That’s when it finally hit me! All the facts and analytical information in the world wouldn’t put me in a position to work with those people I truly care about. Before deciding on my target segment, I had to face the fact that these are the people I am most able to help.

Yes, you do have to be able to define a market that will support you. You have to be able to attract enough business to make a living. But, as the old saying goes, “if you do something and do it right, everything else will fall into place”. And that’s why I am consulting with small businesses. I have a connection and bond with them that can’t be ignored.

While the banks and business planners will tell you that you simply must choose a target audience based on the amount of money they can bring to your company, I’ll tell you there are other things to consider as well.

1. Choose your target audience because you care about them.

If you choose your audience based on these simple criteria you will be amazed at how many niche markets will emerge from that audience. If you care for a particular group of people, your natural creativity kicks in and you start developing a nurturing in such an incredible way. People recognize that you care about their success and will continue to do business with you because of that trait.

2. Choose your target audience because you can serve them well.

When you have natural talents it would be silly not to use them. Look for target markets that can benefit from your talents. Choose your target customers based on their need to have the service you offer. Once you do this, the money will follow.

3. Choose your target audience because you are compatible with them.

Relationships in business are extremely important. You have to be able to get along with the customers you are going to have. Just as I mentioned above, although small businesses present special challenges, I get along with them and am compatible with them. Be sure you choose a target market full of people who you can relate well with. It will make your life, and your business, a much greater pleasure.

4. Choose your target audience because you are one of them.

When you have a connection with a group of people, it makes it easier to work with them. I have spent a lot of time with small business managers and therefore have become one of them. It was very natural for me to include this group of people in the target audience for my company. When you have a history with a certain industry or segment, include them in your target group. Your background will make your prospects more comfortable, and will allow you to relate better to them.

When you rely solely on the advice of financial professionals to determine your target market, you are cutting yourself short. If Dave Thomas of Wendy’s Hamburger fame listened to the analysts, he would have never opened his highly successful fast food franchise.

Listen to your heart, and your instinct, to choose a target market that works well for you – and that you can work well for.

(c) 2001 As a coach and consultant, Carole creates an environment where others can openly express their opinions without feeling they will be criticized. A transfer of knowledge, energy and ideas between Carole and client takes place almost by osmosis.
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