Use these Sales and Marketing tips to attract your IDEAL clients

Nordens CMO, Ashlee Cooper offers her tips to small businesses looking to optimise their Sales and Marketing strategies.

"Most founders I've worked with in the business to business space have poor brand positioning or an ineffective marketing strategy. And, that’s because they say things like... 

“We want to appeal to everyone” 

“Our service needs to be totally flexible” 

“If we do so and so, we will miss opportunities” 

And stupidly, their marketing teams listen.  

Now, for businesses like KPMG, Nike and CocaCola, sure – you can absolutely try to serve as many people in your category through your Sales and Marketing as possible, but for most businesses, this mindset will just mean that you end up with generic messaging, being seen as the master of none, competition with category leaders that you shouldn’t be trying to compete with, unclear messaging and benefits, and prospects that aren’t really your ideal client.  

So, unless you’ve got millions to spend educating the market, I'd suggest instead you do the following: 

1. Start by figuring out who your ideal client actually is…. What market segments, locations, business stages and values do they have? What is their turnover? How many employees do they have? 

2. Then make sure all of your messaging is focussed around the PROBLEMS you are solving for that ideal client.  

3. And then move onto gettting to know your niche insight and out. Get a feedback loop going. Do your market research. Don’t be afraid to ‘miss’ opportunities.  

Why be a small fish in a big pond when you can be the biggest fish in a smaller pond?"

There’s no need for your business to be let down by Sales and Marketing. If you’re looking for some guidance on any anything business related, get in touch with our expert team today.