Sell To A Starving Crowd

Power Of "A Starving Crowd"

If I offer to set you up in the fast food business, with a hamburger joint, and you can have any one special advantage you want, what'll it be?

A clown, great location, special sauce, great burgers, a big ad budget? Would you choose any of these? What would the one advantage be that you would like to have?

How about "a starving crowd."

Don't you think this would be a good advantage to have over your competition?

You can see proof of that this is true in the "roach coach" business (the food trucks that come around to factories and business parking lots). They usually don't have the best food and it is usually overpriced, and they are STILL swarmed with eager customers every place they go.

Why?

Because they go to where the starving crowd is waiting.

What is a "starving crowd"?

For example, it can be (1) a market in chaos, in trauma, in transition, like, right now, the health care professions (fearful of the negative impact of managed care on their futures).

(2) It can be a market where everybody is in pain, like insurance salespeople (hamstrung by over-sensitive parent company enforced restrictions on advertising and sales practices, faced with declining commissions).

(3) It can be a group of people who are especially, extraordinarily hyper-passionate about their particular interest. Golfersare this type of rabid buyers.

In one way or another, it should be a group of buyers with an aggravation that gives them sleepless nights, ulcers and rage, that you can solve, and/or a burning desire for something you can provide.

Identifying such a market and building the right offer for it is a far, far superior means of doing business than is developing an offer then looking around in bewilderment for who might respond to it.