It’s a proven fact that the more targeted your marketing, the better the results. All of us at some point need to smile and dial (or spray and pray as some of us call it!) when we are attempting to market our products and services. However, if you locate in your database a specific industry that has benefited from your particular product in the past and then target that same industry in a broader scope, your success in closing increases.

When you use a testimony from a satisfied customer as the basis of your future marketing to that same industry, your credibility increases significantly. We can all toot our own horns, but as every Infomercial on TV verifies, having testimonies from satisfied customers helps sell your product.

To that end, we encourage you to have fields in your database that help you categorize your prospects and clients based on industry or category:

By doing so, you can perform a Lookup by Other Field, locate that field and populate it with the industry that you are currently targeting.

If you do not have such a field, simply look at your database in a Contact List format and tag the companies that fit your targeted market.

No matter how you locate your target market, your next key step is to Create a Group to capture that industry:

Name that Group appropriately, then add the Current Lookup to that Group:

Use one of your current marketing campaigns to blitz these contacts over a period of 4 weeks. We use our 5-Touch Point Marketing™ to send a series of three letters, followed by two phone calls over a period of four weeks.

Whatever campaign you use, Right Click on the Group and Create a Lookup to create mail merges, or to target these folks for telephone conversations:

Send out your letters, followed up by phone calls over a series of weeks.

When you get a HIT, do the following:

Create a Sub-Group to your Target Group and name it Appts. Set/Contact Made or whatever you decide is a good way to capture that your efforts were successful.
Hold your left mouse down and drag the contact to the subgroup, capturing folks who responded to your targeted campaign.

These folks will NOT be removed from the Main Group, just quickly added to the Subgroup.

Finally, the report you will run is Report, Group Reports, Group Membership Report.

Choose the Group you were targeting to see not only who was in the original Group but also who was captured in the Subgroup.
You can then run percentages to see your success ratio. Perhaps you will refine your next market or refine your campaign.

Or perhaps you will simply bask in your success and repeat the process!