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Smart Prospecting That Works Every Time!: Win More Clients with Fewer Cold Calls by Michael D. Krause

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HOW DO YOU DEFINE YOUR TARGET MARKET?

Let’s start by creating an easy blueprint to get your target market tightly defined.

Target markets, whether made up of companies or consumers, have distinguishing characteristics that allow relatively easy segmentation, such as the following:

Location: where people live or do business, such as all the delicatessens in Brooklyn or suburban commuters who use BART in San Francisco to travel to and from work

Demographics: using measurable, easily available statistics such as industry, gender, age, income, and family life stage (empty nesters, newlyweds)

Psychographics: shared strong attitudes, values, or lifestyles, such as achievers, urban dwellers, pet lovers, fun seekers, and creative types

Behavior: ...

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