Every company wants to target business owners to sell their products and services – and why not, they have many needs and disposable income. The million dollar questions are where do you find them and how do you grab their attention.
First, let’s get YOUR head straight on business owners. They are not “targets”, “prospects” or “statistics” – they’re PEOPLE – humans with emotions, families, thoughts and concerns. Their focus is building their companies, enjoying time with their families (wishing it were more) and exit strategies to enjoy the fruits of their enormous sacrifice and labor. They wake up every day with a lists of tasks to conquer – and tight schedules.
What you don’t see in the description above “like (or the time) to be sold stuff”. In fact, I find it annoying as hell when approached by an attacking sales person. I instantly close down and walk the other way. Treat them as PEOPLE, respect their schedules and you will at least get a sliver of focus.
Attracting them TO you
Business owners ARE always looking for ways to improve, organize, cut costs and increase revenues. They look at technologies and innovative ways to solve new and old problems. Get what I just said – INNOVATIVE ways to solve OLD problems.
Every company has the same issues, employees, sales, conversion, cash flow, growth – what does your company do to help solve one of these pains? Moreover, what cool, new, INNOVATIVE way do you solve these problems? How do you do it differently than everyone else – in less time – more efficiently – with lower costs – or higher returns? If these differences don’t come across in less than 10 seconds – you are forgotten…to many things to do – so little time.
Moths to a light
The difference in your company and everyone else needs to be GLARING obvious. In your marketing, in your website, the way you walk and talk – and the knowledge you spread across the internet.
Business owners spend time watching videos, reading blogs and tapping feeds. They follow influential people gleaning from their expertise – and putting into action. Are you providing such knowledge? Can they find read your blog, or even better, watch your videos (my preferred choice) to learn how to do something bigger, faster, stronger?
Share your knowledge, give away some of the cow. Gasp! I can’t do that right? Yes, you can for business owners are BUSY. If you give them some insight, show them some of your tips and tricks, they will HIRE YOU to do it FOR THEM. They don’t have the time or desire to do what you do; they just want it done. So give away some of your secrets, show them what you know, provide case studies and success stories and you will draw them in like moths to a light.
Steven Placey is the President of Rock Your Business Inc. an Innovative Business Growth Firm that focuses on assisting companies in prospecting business owners and sales conversion systems.