Debbie Wanamaker
Principal Marketing Consultant
(937) 776-0573

Archive for the ‘Target Markets’ Category

Are You Scattered or Focused? A Shotgun or a Rifle?

Do you understand which prospects are likely to become good, profitable customers and which ones won’t?

Do you know specifically why your customers choose to buy from you and know other prospects to approach who would probably buy from you for the same reasons? (This is beyond the market requirements of quality, delivery, and price.)

Finding the answers to the important questions – like those above – is what strategic marketing is all about.

The benefits of identifying the target BEFORE pointing the gun:

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The Easiest Route to Grow Your Business

When you are looking to grow your business, use this chart to guide you through the easiest, most profitable route.

A business’ easiest sale is to sell current products or services to current customers (Box #1). Think about all the different departments and functions within your customers’ organizations – are there still opportunities there that you could explore?

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Very Profitable * Likely to Recommend You * Great to Work with = Your Target Markets

Wouldn’t you love to have a whole database full of customers like this? Customers who generate good profitability, are nice to work with, who value what you provide for them, and who recommend you to their peers?

Identifying the companies that would meet these criteria for your particular business is what it means to find your “target market”.

Targeting markets means consciously deciding on which doors you knock in order to get the greatest return for your sales and marketing investment.

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What Value Do You Bring Your Customers?

The good news is . . . if you have paying customers, you are providing value.  Knowing the value your company brings and which markets / industries / prospects will immediately understand that value, will allow you to target your sales and marketing efforts to those prospects […]

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Would You Ever “Fire” a Customer?

Companies aren’t allowed to fire customers – customers are only allowed to fire companies. Wrong!

When you’re beyond the immediate worries of entrepreneurial cash flow, you can start to focus on profitability, enjoying the work you do, and enjoying the customers you work with – luckily these three things happen together when you have the right customers.

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Build Your Reputation. . . with Information!

Everyone knows that you have to keep in contact with your customers and prospects.  You want to be seen as the “expert” and be “top of mind” when they need your product or service.  But how do you do that without becoming irritating to them?  By providing […]

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Extraordinary Resources to Help You Grow Your Business

As a business owner your focus is on growing your business and profitability. As a marketing professional, my focus is there as well. Certain resources have been of extraordinary help to me and my clients over the years and today I’m sharing them with you so you and your business can benefit from them also!

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The Benefits of Developing Your Marketing Plan

“You know that all other organization and company planning is driven by the marketing plan. Nothing happens until a customer hears from you. Nothing happens until something is sold.” Guerrilla Marketing in 30 Days

How Will You Benefit from Developing and Following Your Own Marketing Plan?

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Using Marketing for More Effective Recruiting

Business is starting to pick up. Money is becoming more available. Optimism is growing. Companies are starting to hire. Or at least trying to hire. . . In some industries we’ve come full circle to “pre-recession” times when jobs are available but there aren’t enough qualified people […]

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Why Should Your Prospects Buy from YOU??

Why should your prospects buy from your company rather than your competitor? Can you and your salespeople clearly and effectively answer that question?

Take the challenge: answer it yourself – “Why should our prospects buy from us rather than Our Main Competitor?”

Was your response quick? Clear? Definitive? Something you could support with facts and figures?

Now try it out on your salespeople. Try it – just stop one in the hallway and ask.

Are you happy with their answer? If you were the prospect evaluating your company vs. your competitor’s would it be enough to swing the advantage towards you or was it sort of wishy-washy?

If you received a good answer, Congratulations! I’m sure it’s paying off in increased profitability. If you weren’t thrilled with the response then your prospects probably aren’t either. You are leaving money on the table that could be in your bottom line!

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Dayton, Ohio

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