Who are your clients?

We all know what industries we provide service for - Property Management - Home Inspection - Large Multi Specialty Medical - Specialized Medical (Cardi - Ortho - etc ), Funeral Homes, Towing Companies,  Lawyers, etc.

The answer to look for is who you are speaking with on the phone. 

Who are you sending your mailings to?

Are they:  Male / Female?

                How old are they?   18-25   25-35   35-45   45-60   60+

                Vested in the local sports teams?

                Do they have kids?

I know you are probably asking yourself, how this information can possibly be pertinent to the sales process?  I have a solution that is a great fit for towing companies.  I just need to sell that solution and if they can't see the value of the solution then they just don't get it.

Possibly, but if you want to increase your chance of making an impression, a lasting impression, then the demographics of your leads, prospects and clients can play a pivotal role.

Example - if you are trying to get the attention of a towing company (and for the sake of argument let's say most towing companies are owned by men in the 35 + range) it might not be a good idea to put a picture of a bunny on the envelope or as an image on a postcard.  Unless the bunny has a tattoo perhaps A picture of goalposts might work a little better with that demographic.

What about Funeral Home Directors. Do you need to use an image and copy that sells to a funeral home would an image and copy that will resonate with someone who is in a particular demographic get a better response?

A good continuation of this discussion would be "Why She Buys" by Bridget Brennan: an excerpt follows http://online.wsj.com/article/SB10001424052970204058504574264060796149146.html 

Knowing what motivates the demographic you are pursuing is one of those edges that's always been there and whoever can tap it first will enjoy a unique advantage.

Perhaps you have already mastered marketing to a particular demographic.

Do you find yourself speaking to prospects that are mostly men / women? 

Prospects older / younger than you? Talking sports to your prospects?  Talking about your kids / asking about their kids?

Well, You may ask yourself How did I get here? (Queue Talking Heads Music)

And then you can look at your sales strategy and copy on your website and mailings to see what's there that is successful with a particular demographic and then look for ways to change the strategy and copy to appeal to another demographic who may also own/manage your target niche.