I was on the phone the other day with a prospect. I asked him who his target market is and he told me, “Every church in town.” When I told him that, although in theory “every church in town” could probably use his services, the truth is that somewhere in that vast number of churches, there is a sweet spot where demographics and location are aligned to give him the best response to his marketing. Unfortunately, that idea did not seem to be even a remote consideration in his mind. Based on his, and various other threads of our conversation, I actually told him that I did not believe we were a good fit to work together and that gave him another direction to consider for assistance in growing his business.
So why is “every” not a valid concept for defining your target market? Well, there area number of reasons, even if, in theory “every” is a possibility.
- No one company has the resources to respond to the needs of “every” should they all come knocking at your door; therefore, you need to better define who you do want making inquiries so that you can respond in a timely manner and fulfill their needs.
- Not every single one of those “every” has the resources to purchase your goods or services. Defining who does as part of your targeting helps ensure that you are not marketing to those “everys” who may not have the money, space, personnel, time or other necessary resource to make it worthwhile spending the money with you.
- Some of those “everys” are too new or too set in their ways to bother with you.
- Some of those “everys” will never do business with you because you are the wrong: age, gender, religion, political affiliation, race, location, hair color, or any other silly or superstitious thing they can think of.
And the list goes on.
Now, admittedly, it would be impossible to build a target market based on some of the above criteria, but they all serve to prove the point that “every” is never someone’s target market.