Adman
January 16, 2010, 11:04 AM
Instead of using the word "Marketing" when talking to "Small Biz Owners"... use "Sales" or "Profits".
In my experience when I mentioned the word "Marketing" to small biz people, their eyes glass over and across their memory-screen goes the images of "Going To The Grocery Store", aka "The Market".
Tell 'em you can increase their Sales or Profits or "Walk-In Traffic"....then, they'll be on the same page as you are.
In talking with a Fishing Guide yesterday, if I were to say, "George! I have a Marketing Program I'd like to show you, ya got a minute?"
He would've told me, "Nah! I all set! Thanks anyway!"
However...If I were to say, "Hey George! I have a new way to bring more fishermen to you this coming season, ya gotta minute?"
Or, "George! I've discovered a way to boost your bookings this year, ya gotta minute?"
A Fishing Guide understands the word "Bookings".
Get on the Same Level as your prospect!
Don Alm
In my experience when I mentioned the word "Marketing" to small biz people, their eyes glass over and across their memory-screen goes the images of "Going To The Grocery Store", aka "The Market".
Tell 'em you can increase their Sales or Profits or "Walk-In Traffic"....then, they'll be on the same page as you are.
In talking with a Fishing Guide yesterday, if I were to say, "George! I have a Marketing Program I'd like to show you, ya got a minute?"
He would've told me, "Nah! I all set! Thanks anyway!"
However...If I were to say, "Hey George! I have a new way to bring more fishermen to you this coming season, ya gotta minute?"
Or, "George! I've discovered a way to boost your bookings this year, ya gotta minute?"
A Fishing Guide understands the word "Bookings".
Get on the Same Level as your prospect!
Don Alm
