Marketing Mistake 69: Aiming Too Low In Prospect Target

Naked Marketing Podcast with Guest, Beverly Behan

Beverly Behan is a wonderful case study on how a niche passion can become a successful business. The former lawyer turned entrepreneur is a well-known name in board consulting and corporate governance in North America. For the last 25 years, she has worked with boards from all types of industries and sizes so that they become aligned with the company’s mission and objectives.

In her experience, some boards – though comprised of experts – often do not have an in-depth understanding of what their company does. This may lead to miscommunication between the CEO and their employees. There is also an unsaid power struggle as the CEO and other C-suite executives do not know how to properly communicate with their boards, or even admit that there is a problem.

This is where Beverly comes in. She works with boards so that they learn how to achieve meaningful and dramatic changes in their company. She says that an often underrated, yet highly influential, aspect of company processes is how well coordinated upper management is with their boards. Beverly shares her knowledge and expertise so that boards become more fluent in corporate governance.

She says that the biggest marketing mistake she has made is aiming too low in her prospect market – because her target market is boards, she should be talking with people in the position of power to make changes within a company. A company secretary, for example, while important, would not be able in a position to make any change in company dynamics.

Beverly’s Top Suggestions On How To Avoid Makings Mistakes

  • Be Focused in Your Networking – It’s a good idea to be particular about who you meet and network with. To clarify: Any new connection is great, but if you are working in a niche industry, you need to know who to speak with to gain new prospects. Don’t be afraid to aim high. If your target market is C-suite executives, then you should be networking with people who can give you better opportunities to get your foot in the door.
  • Be Careful With Your Partnerships – All partnerships must have an equal give-and-take. Don’t work with third-party providers or individual contractors who don’t give any sort of value to the relationship. This may be challenging for those who see themselves as “mentors”, but remember that any financial partnership should provide an equal trade of resources, whether that’s financial, experience, or skill.
  • Be Courageous About Asking For the Services You Need – A lot of people shy away from services that address a sensitive pain point. In Beverly’s case, it’s admitting that the boards of their company may need some leadership coaching and developmental counselling. Yet, ignoring a pain point eventually leads to more challenges in the future; so, it’s best to face the difficulty head-on so that you can immediately resolve it.

Connect With Beverly Behan



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About Your Host: Chala Dincoy

Chala Dincoy is the CEO and Founder of The Repositioning Expert (division of Coachtactics), www.repositioner.com. She’s a Marketing Strategist who helps B2B service providers reposition their marketing message to successfully sell to corporate clients.

In her former life, Chala was an award winning marketer at companies such as Pepsi, Pizza Hut, Frito Lay, Diageo, Playtex and BIC Inc for 18 years. Now she’s a successful entrepreneur, and the author of 4 books including Gentle Marketing: A Gentle Way to Attract Loads of Clients. Chala’s also an expert featured on major television networks such as ABC, NBC, CBS, Fox, as well as a frequent speaker at Nasdaq, Harvard Club of Boston and International Business Conferences.


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About Chala

Chala Dincoy is a Marketing Strategist who helps B2B service providers reposition their marketing message to successfully sell to corporate clients