When in business, many opportunities and sales calls come your way. Like all things in life, not everything is in your best interest as it may appear and can indeed be a waste of your time and money.

Time is a valued commodity you cannot recoup, so you must carefully guard your time and how you use it. You might spend your time attending, speaking, and having a booth at conferences. This is an excellent way to market your business if you are among people who need and hire your services ̶ your target market. However, I often see Investigators spending their precious time at events that will provide no revenue opportunity, and the reason for this is not knowing their target market.

Example: Let’s say your target market is criminal defense attorneys, yet you spend your time at Chamber of Commerce functions. There will not be many, if any, criminal defense attorneys at these functions, and you have wasted a lot of your time. On the other hand, if you spend your time attending, speaking, having a booth, and networking at criminal defense functions, there will be many opportunities to gain new clients and increase your revenue.

Money for sales and marketing needs to be spent where it yields a good (ROI) return on investment. Daily salespeople call businesses to sell the marketing services they provide. However, they don’t even bother to ask about your target market, so how do they know if their services will help you, they don’t. And, if you do not know your target market and the best way to reach them, you also do not know if their services will help you, and many times, you spend marketing dollars doing things that do not bring one client in your door.

Example: Let’s say you conduct surveillance to identify false workman comp claims, and your target market is insurance companies. And, the salesperson is trying to sell you SEO (Search Engine Optimization) services. This would be a waste of your money because insurance companies do not look for surveillance investigators on Google. However, if your target market was individuals who wanted surveillance conducted to determine if their spouse is cheating, SEO is the most effective marketing for them to find you.

Have you ever been excited about things you are doing to bring in new clients, only to find they brought no results but cost you precious time and money?

A good marketing company will never offer a sales or marketing service until they know your target market. When you work with True Perceptions, Inc., the first thing we do is together identify your target market. Taking the care and time to do this allows us to identify the most effective sales and marketing solution that will best use your time and money and bring you an ROI.

If you do not want to waste time and money but gain new clients, call TruePerceptions at 678-583-0401 or email me directly at diana.garren@trueperceptions.com. We have been helping investigators succeed for 20 years.