2 Types Of Business 0wners and Different Messages For Them

Hi Ewen,

Not sure I'm fully on board with there being only two client types, but for purposes of your exercise ... in my experience here's how those two would most likely to be characterized:

1. Mr Steady - no risk; tell me what I want to hear
2. Mr Entrepreneur - guaranteed risk; tell me what I already know but tell me/show me how to actually do it/do it better

I'm with Feelingfree. I don't know if you were implying or stating that there are only 2 types, but it comes across like that. I have found many types of business owners in talking to them over the years.

I think each owner, no matter what category they are in, needs to be handled on their own level. So, I'm not quite sure what you're asking for. Hot button issues vary from owner to owner and it's our jobs to listen to them (which includes listening to what they DON'T know), and leading them in the right way for their business.

I know exactly what you mean.

But then again, you can't always blame them for being that way. Some are extremely ignorant and will insist on doing things the same way no matter what. In those cases, you need to walk away.

Others will think your FOS and say something like, "Expand my business?! I've been trying all my life! Its not as easy as you think!" I had one client who kept saying that to me over and over, month after month. Untill I decided to compete against him and start my own business in his niche. Now my business gets as many leads in 1 day as he gets in 1 week.

Ironically, I saw him a couple weeks ago at a job (we use the same crew). He asked how I was generating all my leads, and I told him straight out what I was doing. Then he said something like "why didn't you do that when you worked for me?" And I told him I did, but I also told him that he always got in the way, so I could never do my job the way I was suppose to. Now he's been calling my brother to try and work out a deal with me, to get leads for his own biz. But his offer of 5% commissions was a joke. So I told him no way.

I know he'll call again though, and if he gets to 10%, then I'll split some of my leads with him. Otherwise, he can keep burning money on service magic because thats all he knows how to do. =]

-Red

You forgot to metion 'Mr. knowall'

He knows everything or knows somebody who knows everything so doesnt need your services as he can do it himself cheaper if he needs it.

He is the one who gets the response from me 'Well thanks for your time anyway, goodbye'

You are right Ewen, these are two very broad categories and splitting people into them isn't so hard. But I might disagree with the way you defined them.

I deal with both almost daily:

1. Consumer product distribution - These folks are entrepreneurs in the truest sense. Risked it all to develop the next national brand. Their products are their babies. Helping them make the leap from manufacturing/personal sales to putting their product in thousands of stores is intimidating to them and takes some hand-holding. I wouldn't classify them as sharks at all - just really passionate and having invested it ALL to get the product going.

2. Store front retailer - These guys are the other side of the coin from product developers. They want to know that the products coming in will sell. They want assurance. They want to know that whatever system I am giving them is reliable and will bring more customers.

The common trait that I find is that all people crave certainty and variety. We all move between certainty and variety at different times.

The thing for marketers is if you are approaching a new business, you are automatically satisfying the need for variety - if you can offer them certainty you will have no problem getting a contract.

Yeah I'm not totally against him. His playing devil's advocate has forced me to keep improving what I have to offer but there comes a point where there should be some flexibility.

He is more definitely a true entrepreneur. He has other business interests besides the one I mentioned so it's my interest to continue working with him.

At least for me, I've found 'Mr Steady' to be quite satisfied with incremental improvement.
He/she is almost afraid of anything that promises BIG GROWTH, and I think is prone
not to believe it as well.

Mr's Steady's often have a lot of money to spend, if you can free it up. Also may take a longer, more established relationship with them. In the last 10 years, my best client, in terms of total revenue generated to my business, was a "Super Steady".

'Mr Entrepreneur', in my experience, will try more things and you don't need to lay as much of a relationship foundation with them. If you can 'dream the dream' alongside them, so to speak, they
love it.

This type will often value a sharp consultant, since they like having someone to bounce ideas off of .
_____
Bruce