Rule #2 of Marketing: Concentration

Ever hear the term “scatter shot”? Or “shot gun approach”? While few of us would admit to such a lapse of common sense, the reality is that most small businesses engage in Scatter shot Marketing. The symptoms of this disorder include:

  • constantly trying to figure out who to call on
  • the reinvention of the prospecting process every week
  • high numbers of single touches to random people
  • poor closing ratios

Scattershot is the opposite of Concentration. Bullets are flying but there’s no telling which will lodge in someone’s cortex. I think the military calls it “Spray and Pray”. Maybe I’m crazy but, if I’m investing in marketing activities, I’d like a little better odds.

Concentrating your marketing AND sales on a defined target (a list of people who fit your idea of a “best customer”) greatly increases the odds that your efforts are going to deliver new customers.

The rule of concentration can be applied many places in the business. Choosing a specialty is a form of concentration.  It is the opposite of “do anything for anybody”. You can gain competitive advantages by specialization: by industries, or by focusing on a set of capabilities, type of customer, geography – whatever. Specialization works because it implies that you have special knowledge or a deeper understanding in your specialty – and this can be a huge sales differentiator.

Look for opportunities to concentrate your efforts. You may be surprised at how many chances you have to get laser focused on your core business and message.

Ask Pete a Question or Make a Comment