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The human side of business

Small Business

The Bird Theory

January 16, 2015 · By Amy Swift Crosby

Stephanie Barrymore smallI learned something about birds that was kinda interesting recently. They see best in black and white, so when you first get a feeder, the best way to let them know it’s there and ready to feast on is to put seeds that are black and white inside. Despite being a bit messier, it’s the fastest way for them to see it, and the best way to build your “bird posse”. After that, add seed that leaves fewer shells, and in any color you like.

Clients and customers are the same way. The marketplace is crowded – we have to be crystal clear with our message, our offering, our value – we have to make it black and white to even get people’s attention. If it isn’t absolutely clear, it’s a client who keeps clicking….right on past your products or service.

Once you have a client or customer, as everyone knows, it’s a lot easier to keep ’em! So how do you drive the flock? Having a sales person is one way.

Check out some of our virtual offerings coming up in the next few weeks – especially our SALES webinar with Stephanie Barrymore. She’s going to tackle some amazing questions about structuring relationships with sales people – specifically if you’re a service provider. She’ll answer:

– When is it time to hire a sales person?
– How do you structure the relationship financially?
– How do you hire the right person – based on experience or rolodex?
– How do you manage them and set metrics for success?
– When do you let them go or determine it’s not working?
– How much training do they need?
– What kind of uptick in revenue can you expect and how long will it take?

I like what Stephanie’s presenting because we so often get it for product people, but hardly ever for service professionals.

 

Amy

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About Me

photo of Amy Swift Crosby

Amy Swift Crosby is a brand strategist and copywriter who has positioned or voiced messaging across the commercial spectrum, from icons like Ford, BVLGARI, Pottery Barn, Pantene and Virgin, to boutique brands like The Wild Unknown, fitness franchise Barre3 and the rebrand of legendary metaphysical bookstore, Bodhi Tree. She has leveraged this expertise to help entrepreneurial women and small businesses owners hone their skills, mission and message, while uncovering their own “voice.” This blog explores “the human side of business,” and universal themes like uncertainty, anxiety, the tension between engagement and disconnection, personal value and most importantly, of finding - and hearing - our own voices in our everyday life.

Photo - Andrew Stiles

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SMARTY began as a thriving community in Los Angeles and Boston with weekly panel discussions and events designed to better understand the mindset and growth strategies behind successful entrepreneurs. Today, SMARTY is a weekly blog written by Amy Swift Crosby who chronicles her life as a creative, parent, entrepreneur and spiritual seeker. As an urban refugee living in a New England seaside village, she unpacks topics ranging from uncertainty and doubt to the built environment and advertising. More on Amy.

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