Selling. Nick Constable

attributed to Thomas J. Watson, the first CEO of IBM in the early 1950s: “There may be a world market for about five computers.” Despite this lowly prediction, IBM continuously targeted its selling efforts at people whom it identified could use its products. Its total addressable market has turned out to be a lot bigger than five computers!

      one minute wonder Analyse past successes. Why did that customer buy? Are there other similar customers out there? Is there a common need in that market which you can address? What is unique about what you’re offering to them?

      3 Can they buy? It’s no good going after customers who cannot afford your product or service, or targeting individuals who have no say in the decision. For example, kidney dialysis machines won’t be of much interest to a rural doctor, but perhaps his superiors at the main hospital will be in a better position to buy.