In the convoluted world of B2B, it’s no wonder so many companies struggle to market and sell – especially SMEs. They are so passionate about what they do and the ‘benefits’ their services or products offer that they overlook a very simple point.

Their clients don’t care

Through recent chats with a friend, we discovered that the stuff he was passionate about simply didn’t float the boat of the audience. Turns out that selling IT to the home market isn’t about PCs, Apple and Microsoft, it’s about the more basic points and in my massive straw poll of two people (slightly drunk at a BBQ) I got the same reply…

Photos

Yep. The main concerns revolved around photos, lack of backups, laziness on their part in backing up in the first place and, to be blunt… apathy towards the whole bloody process.

This, of course equals opportunity.

Turns out I’ve been doing the same as well. In my own subjective little world of marketing myself, I overlooked what I had to offer compared to what I can/want to spend my time on… and I’d been hitting the wrong market for the past three months.

It took someone else (who knows a bit about what I do) to point it out.

Have you spoken to someone like that recently… and listened?