Love this! And yes, the garlic absolutely made the lessons stick! We have got to step into those shady Walmart drop-offs 😂, go where are customers are, and be friendly with them. I think you had on the real secret of marketing, and something I wrestle with - the idea that customer is not a data set… I think data is often backward-looking to the point where we miss opportunities by not really knowing our customer and being there at the burlap bag hand-off. but we also are lost without data as the foundation of that set of marketing tactics that helps us get in front of them. I’m glad there are people like you who can balance the art and science of marketing for small businesses, because it’s often terribly out of reach for the people just like your husband who need the know-how and would often fail if they didn’t have it.
Fabulous work launching and writing, my friend!!! Have learned so much from you, and can’t wait for the next edition!
Thanks so much, Julie! While the garlic is a simplified example when compared to B2B deals, many of the same principles still apply. Can you sit in on a sales call and see who the reps are talking to, what their body language is at certain discussion points, and the words they use? If the person on the call is not the decision maker (or the user or the purchaser or whomever you're looking to target), how can you learn more about those people, too?
Data is great and it gives you a starting point: "we are seeing conversions from these three titles from these three industries the most." But it doesn't give you the nuance that can significantly increase your conversion rate. Maybe job title #10 on the list is actually your best potential customer, you're just not targeting them with the right message because you haven't listened to their side yet.
Love this! And yes, the garlic absolutely made the lessons stick! We have got to step into those shady Walmart drop-offs 😂, go where are customers are, and be friendly with them. I think you had on the real secret of marketing, and something I wrestle with - the idea that customer is not a data set… I think data is often backward-looking to the point where we miss opportunities by not really knowing our customer and being there at the burlap bag hand-off. but we also are lost without data as the foundation of that set of marketing tactics that helps us get in front of them. I’m glad there are people like you who can balance the art and science of marketing for small businesses, because it’s often terribly out of reach for the people just like your husband who need the know-how and would often fail if they didn’t have it.
Fabulous work launching and writing, my friend!!! Have learned so much from you, and can’t wait for the next edition!
Thanks so much, Julie! While the garlic is a simplified example when compared to B2B deals, many of the same principles still apply. Can you sit in on a sales call and see who the reps are talking to, what their body language is at certain discussion points, and the words they use? If the person on the call is not the decision maker (or the user or the purchaser or whomever you're looking to target), how can you learn more about those people, too?
Data is great and it gives you a starting point: "we are seeing conversions from these three titles from these three industries the most." But it doesn't give you the nuance that can significantly increase your conversion rate. Maybe job title #10 on the list is actually your best potential customer, you're just not targeting them with the right message because you haven't listened to their side yet.