Archive for January 9, 2012

January 8, 2012

“Go Where Your Competition’s Not”

Matthew 9:10-13

In today’s world of information overload and instant access to almost anything via the internet, cable television, satellite radio, etc…, advertisers and marketers are faced with an uphill battle on how to blaze new and unchartered trails in order to reach their desired target market or customer. The ability of companies and/or organizations to tap into potential clients that reside in the third, fourth, and fifth ring of the “Target” (we will talk about my ‘Target Theory’ in the coming weeks), there has to be a strategy, but more importantly a plausible purpose and reason for why they are ringing their doorbell. Good organizations and companies are able to connect the dots and show potential customers in the third, fourth, and fifth ring of the target the benefit of doing business together. Tapping into the outer rings often puts folks where their competition is not. While those who are a bit more tunnel-focused will wonder why in the world, let’s say as they did a number of years ago, a car dealership is putting cars in the middle of the mall. The reasoning was two-fold. One, there are no other car dealerships doing it. And two, there are a lot of people in the mall and they need cars too. I like the rationale. And it worked.

After Jesus called Levi (aka, Matthew), a tax collector, to follow Him, He went to Matthew’s house for dinner and ate with other tax collectors and ‘sinners’. The Pharisees, not only did they think it was wholly inappropriate and wrong for Him to be associating with such people, they couldn’t see the reasoning or the rationale of why Jesus would eat with tax collectors and ‘sinners’. “On hearing this, Jesus said, ‘It is not the healthy who need a doctor, but the sick….For I have not come to call the righteous, but sinners.’” Matthew 9:12-13 (NIV).  There was the strategy, purpose, reason, and benefit. Jesus came to deliver ‘sinners’. So He had to go where ‘they’ were. They were His customers…still are. And there obviously were no other competitors bidding for His customers’…eternal… business.

Challenge: In business, whether in the for-profit or not-for-profit sectors, having the ability to connect the dots and build relationships to potential “customers” in the outer rings of the target is essential to increasing market share and building lasting and beneficial relationships. Sometimes, the only way to reach those in the outer rings is to go where some either can’t understand why or think it’s “inappropriate”. “Then He said to His disciples, ‘The harvest is plentiful but the workers are few. Ask the Lord of the harvest, therefore, to send workers into his harvest field.’” Matthew 9:37. The Message of Christ has eternal implications…and benefits. Be open to opportunities to share the grace and unconditional love of Christ and the Message with other…sinners.

Prayer: Lord, thank you for Your love and grace, neither of which I deserve. Forgive me for judging others. Please help me to look inward before I look outward. And please give me the strength, confidence, and courage to go where You call me to go and share Your message of eternal life…despite what others may think. Your word tells me I am more than a conqueror if I am in You. Thank you, Lord. In Jesus’ name, Amen.  

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