Smart Business Magazine, July 2015

July 2015 Smart Business Akron Canton 17 KRISTY AMY DIGITAL STRATEGIES Lessons from Nicaragua Are your prospects hunting for the perfect piece of pottery We had the privilege of visiting a private home to learn about making pottery After watching their amazing talent we visited their store It was filled with pots of all different shapes sizes and colors Many had unusual shapes with small mouths at the top Some were planter sized Others had no visible function other than as art My challenge was that I wanted to buy a pot that had a purpose and didnt just look pretty As my frustration grew it reminded me of the mistake I see so many companies make Have you ever been with a prospect and fanned out a stack of collateral showcasing every product or service you offer Well I was that prospect I decided that a pencil holder would be a perfectly useful item I scoured the store and the hundreds if not thousands of handmade pots Nothing looked right Your prospects are looking for a vendor because they have a specific need or pain point They are searching for the perfect solution Will you make them scour your store or will you identify their pain point and then guide them down the path of how your business can help I walked around the store using my broken Spanish and wild hand motions trying to describe what I wanted and why There were so many pots that I was overwhelmed All of the pots were beautiful but they had very little function How often have you talked to a prospect using industry lingo and then rattled off a list of features your company has to offer Are you overwhelming your prospects with a list of options and leaving it up to them to decipher what is a fit Finally I reached into my fanny pack and dug out two pens My son and I went from pot to pot searching for something that was the right size The store owner saw what we were doing and started holding up pots for us to consider If you start by understanding your prospects needs you can more effectively communicate how you can help Through the use of case studies testimonials or pilot programs you can offer specific examples of how your company has solved a similar problem for others Eventually we found a pot that could be used as a pencil holder It wasnt perfect it still had an unusual shape but it would work Do you think your customers feel that your product is good enough but maybe isnt perfect Have you asked them what they really want or need Does your company turn prospects loose in a store full of pottery Or do you work to understand their needs and magically display the one that is the perfect fit I recently had the opportunity to take a family trip to Nicaragua During our travels we visited a small village known for its pottery Every family in the village has a studio attached to their home where the entire family works the pottery trade HAVE AN IDEA TO SHARE Engage with us on Twitter @ SBN_ Interactive KRISTY AMY Managing Director of Client Services Strategy SBN Interactive a full service marketing agency dedicated to producing measurable business results for its clients through comprehensive digital and content strategies 440 250 7011 kamy@ sbninteractive com www sbninteractive com