Want to listen to the podcast? Click here.

If you aren’t targeting the right people, you aren’t playing the game correctly. Unfortunately, many businesses try a broad-brush strategy to try to attract everyone. And it always fails. Here are four quick tips (and a resource!) to help you target your best prospects:

ONE - Who are your targets? Who are the RIGHT people?

I want you to THINK BIG here. Don’t think small — if you’re going to go after the right people - go big or go home. If you shoot for the stars, you might land them. If not, you will quickly learn how to get the smaller ones.

You need to define who are your best clients/customers - who are they, what makes them your best, where can you find them?

Once you define your best client/customers - who are people just like them? If they look, act, and buy like your customers, they would probably make great ones too.

TWO - Who knows who? How can you find people who know them?

The HUNT! This is my favorite part. I actually have an excel sheet to work on this. I get as much information about the company and the right person as I can. My goal is never a cold call.

Use LinkedIn then start reaching out to your close friends who might know the person. They may have knowledge as to your guess if this is the ‘right’ person to speak with.

Create a strong trail to the person - understand who they are and what they do - a logical trail. You will need to use this for tip #3!!!

THREE - How do you get them to see the connection between the two of you? How do you ENGAGE them?

This is where you need to do a bit of work. You have to learn/research/understand/build connections between your business and their business.

What are their pain points? What do they worry about? Where do you see their blind spots? Don’t just approach them and say “Please buy my product!” -- you have to get them to NEED you. Figure out strategies to get their attention, get them interested, and then go in for the kill.

You then pick the right mediums to get their attention - email, direct mail, FedEx, social media, in-person, phone call, introduction.

FOUR - What happens if they don’t respond? What if they do?

This is all about timing - now might be the right time. Were you truly prepared to speak with the person? Was there enough connection? Get back to work on your sheet!

Continue to grow a stronger connection among their friends. They will be able to ‘meet’ at their pace. Ask that mutual friend for a ‘no pressure’ get together. They need to know you first.

Bring them into your sales funnel so they are aware of what you are doing. Your job is to land that meeting so keep at it. Persistence is key — don’t give up.

RESOURCE - Little Red Book of Selling: 12.5 Principles of Sales Greatness - By Jeffrey Gitomer

We all hate to read — That's why Little Red Book of Selling is short, sweet, and to the point. It's packed with answers that people are searching for in order to help them reach prospects and customers.

I probably read this book at least five times and riffle through certain parts throughout the year. It’s a valued resource in my library. Pick it up!