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Owner operators are one of the most time starved groups in the world. Mostly because they have a tendency to see time management as a process of cramming ever more activities into whatever number of hours they are prepared to work. Many never discover that success is more about deciding what to give up rather than figuring our how to do more.
This is compounded by the volume of information we are all exposed to every day. Some reports have it that the average decision maker deals with more than 30,000 commercial messages a day. We have information coming at us in every conceivable form: TV and Radio ads, newspaper ads, the internet, billboards, packaging, trucks and direct mail.
Herbert Simon - Winner of Nobel Prize for Economics summarized the impact of this information overload perfectly:
"What information consumes is rather obvious: it consumes the attention of its recipients."
"Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it."
This means that the busier your target audience, the harder it is to reach them. They have no time or interest in self serving mass media promotions. To stop them in their tracks and gain access to their minds, you have to talk to them about the issues they are dealing with, the things that keep them awake at night. Show them how you can help them make more sales, give them more time for themselves and their families, how they can make more money and they will listen.
When selling to small business, it is important to remember the old marketing adage: "People don't buy what they need, they buy what they want," and most times people don't want a product or a service, what they want is an outcome.
I may need an accountant, but what I want is to pay fewer taxes.
Show them how you can help them get what they want and you'll almost certainly get what you want!
Labels: Michael Hepworth