What Business Are You In?

If you ask many small business owners what business they’re in, they will tell you simply what they do. ‘I build websites’ or ‘I distribute promotional goods.’  While these statements are true, you only have a few seconds to make an impression and those statements, in no way, give prospects any reason to pursue the conversation further. I find these statements limiting to the business owner as well. Failure to take the time to identify the value you bring to the table could stifle your growth and longevity in business.

In a past profession, I was licensed to sell insurance and variable products.  From the very beginning, I removed the phrase, ‘I sell insurance’ from my vocabulary. Why? Because that’s what everyone else was saying. I wanted my clients to see me differently and I wanted to hold myself to a higher standard of operating my business. I replaced that phrase with ‘I utilize protection products to mitigate the risk of financial hardship associated with premature death, disability, and/or long-term care needs.’  Now, I am, in essence, saying the very same thing - I sell insurance. But, if you were a prospect, which message would resonate with you?

Crayola is well-known for making crayons. But, Binney & Smith, owner of the Crayola brand, also makes washable markers, dustless chalk, Silly Putty, Magic Markers…just to name a few.  They realized a long time ago that anyone can make crayons. That’s not the business they’re in. They are, however, in the business of creating an experience that utilizes hands on products to nurture creative personal development, for all ages, young and old. Again, I ask you, which message resonates with you?

Marketing is so much bigger than we give it credit for. The message you say about yourself and your business from the very beginning will dictate how you operate, how big you grow, and how effectively you reach your target market and convert them into customers.  The goal of marketing is not to find customers, believe it or not.  You want to make your business so irresistible, that customers seek you out. In my opinion, that starts with knowing the business you’re in.

My daughter was given these crayons while we dined at a neighborhood pizzeria this past week.  Not only are they cool to look at, but they accomplished two things: 1). they gave my daughter something to do so Mom and Dad could actually have a conversation and 2). they cemented in my mind that we can come here and enjoy a meal as a family because they realized that their business was not just selling pizza, but creating an experience that will keep us coming back week after week.

**Support Local Business:  Mary Buckner, Affiliate Broker. Keller Williams Realty – Nashville