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small business marketing

It’s always a treat to strategize with an entrepreneur to grow their small business, regardless of the number of years in operation. However, this client, after 5 years in business, garnered results dramatically different from anything they previously achieved. They closed 100% of their sales meetings resulting in four new clients from four sales meetings! How did they do it? They shifted into benefit speak! Most entrepreneurs are masters of their craft. They have conquered a skill-set within a knowledge domain that is of benefit to those less knowledgeable, or skilled, in the same arena.

For example, if your specialty is accounting, you likely have a web designer that nets you a better result than if you designed your own website. Subsequently, as an accountant, you have an in-depth understanding of tax laws that enhances the financial decisions of the web designer to help them cut costs, save money, and improve cash flow.

It’s safe to say, few entrepreneurs launch with the domain knowledge needed to start, run, and grow a business.  That’s what we learn through trial and error, right?

Change What You Talk About

small business marketingMost entrepreneurs speak with clients about what they know best – the features of their products or services. In fact, that’s what this client learned during a strategic coaching appointment.

While discussing the elements important to scaling their business, we landed on a discussion about the features and benefits. After a brief discussion, it was apparent that “features” dominated their conversations with potential clients. This explained why their closing rate was good…and would benefit from some improvement.

After a bit, we dug deeper to understand how their robust service features helped grow their client’s businesses. There was “gold” to be mined in their features!

By “slipping into the shoes of their client,” we unraveled each feature of their service to understand what it ultimately meant to their buyer. With each feature, we queried “what’s in it for me.” And, with each response, we countered with, “so what – big deal.” Finally, we arrived at the central benefits of their service – the ones that their buyers would act upon.

Learn to Sell What Buyers are Buying 

In a nutshell, features are about you; benefits are about your client. Benefits are the primary reasons clients buy. Benefits are the ultimate result – or results – that your buyer seeks…and wants to buy!

Consider this: when chatting with a potential service provider, what is it you most want to hear? Do you want to endure a lengthy conversation only to walk away guessing how their service will solve your problem? The answer is emphatic NO!

What do you think your potential client wants to hear? That’s right! Your buyer wants to hear about the results your service provides. Thus, when they walk away from what will be an enlightening, exciting, and uplifting conversation, they can rest assured they know exactly what’s in it for them.

Are you ready to shift into benefit speaking and do what this organization did – get more clients? Be sure what you’re selling is what your buyer is buying.

 Advancements in technology have leveled the marketing playing field for small business owners. Although it’s more affordable for small businesses to market their products/services along side larger enterprises, the marketplace is changing and is crowded. Subsequently, there is little elbowroom for your potential audience to hear your marketing message.

One tool employed by smart entrepreneurs and small business owners to make sure your ideal client hears the right message at the right time is the buyer persona. A buyer persona, which is a fictional depiction of your ideal client, takes defining your target audience one step further by adding greater detail to your ideal client profile.

As a result of this additional detail, your marketing messages can be polished to better target your client’s needs, wants, dreams, desires, and challenges. Even in a crowded marketplace, your ideal client hears your message.

Baby Doll vs. American Doll

In many ways, how an ideal client was defined 10 years ago compared to how you describe your ideal client today reminds me of growing up.

My older sister and I were borne 15 months apart. To avoid unnecessary sibling rivalry, Mom and Dad bought us many of the same things – including identical baby dolls.

No one could distinguish my sister’s baby doll from mine, especially since they wore identical pink flannel pajamas – until my sister bit three fingers off her doll’s hand. Problem solved. The doll with the missing fingers was easily identifiable as my sister’s.

Today, young children don’t have to fight over identical baby dolls – or bite off the doll’s fingers – to differentiate their dolls. Thanks to companies like American Doll and Build-A-Bear, kids can create toys that are distinctively theirs.

The More Your Small Business Knows

Just like American Doll or Build-A-Bear, bedazzled with better detail, your buyer persona is more easily identifiable in the throng of other buyers.

Therefore, your potential client is easier to locate online and offline for you and your referral partners. Marketing messages, sharpened to speak exclusively to your ideal client, are readily heard.  And, trust is built as your potential client experiences your understanding of their challenges.

The more you know about your potential buyer, the more effective your marketing.

Are you ready to get started?  Download The Buyer Persona worksheet and start building your buyer persona today.

Be sure to stop by and tell us all about them!

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Brooke Billingsley

Vice President
Perception Strategies

Synnovatia is a strategic coaching firm that is detailed and knowledgeable about business. i have a small business that grew from $150K to $750K because of the goal setting and resources that Synnovatia provided. It saves me years of learning on my own.

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