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Look at what you offer and compare it to what your target market measures, manages, and values. If your offer doesn't register...you have two choices 1) reposition your offer to align with something they value 2) find a way to make whatever you're offering an issue that needs to be valued, measured or managed.

What about a third choice? Change who your target market is?

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It's a good point to raise. Changing markets is sometimes a possibility. Other times a change of market is as difficult as getting a new offer.

The point I wanted to focus on in the post is companies who develop specific offers for specific markets. I work with a number of companies who have great offers, wonderful meetings, and no sales. Many times this is a result of having built something that's interesting, but isn't valued by the end user. I especially see this in the area of expert services - services designed to "fix" problems that aren't measured or monitored by the target audience.

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