Where Are Your Buyers?
Friday, the energy was palpable.
As the auctioneer sold all 89 animals, I was mesmerized by what I saw play out in that barn.
Do you know who bought almost every single animal?
Not people.
Businesses.
Local businesses.
Local businesses who paid far-above market price for a chance to have their business’ name called out to the packed barn.
The Electrician
The HVAC Installation Company
The Local Preschool
The Wealth and Investment Firm
The Hardware Store
If they spent enough to win the sale (all money going directly to the kid), they also won the opportunity for the auctioneer to give their business name-recognition to what felt like the entire county sitting in one building giving all their attention to the one person talking - the auctioneer.
And do you know what everyone sitting in that barn will probably need sometime in the next few years?
An electrician, furnace repair, a preschool for their kid or grandkid, retirement advice, a box of screws.
Any guesses who they’ll think of first?
Probably the names they heard in the past year.
If I were starting a local accounting firm niching in farming or rural families in my community, I wouldn’t think twice about budgeting for that market sale next year. (There were no accounting firm buying animals, believe me, I listened to every business name that was called out.)
Even if I didn’t plan to buy anything, I’d go and be really strategic about who I sat next to - turns out, when I shook hands with the farmer sitting next to me, I was sitting next to one of the largest farm families in the area (you’ve probably eaten their potatoes at McDonalds or in those microwaveable pouches).
I might even make notes about who bought what and then conveniently walk past someone… “Hey, I saw you bought Anna’s pig. I know her through cross country. She’s a good kid. Thanks for supporting her. ….I’m not sure we’ve met, I’m Erica.” (🤨 #seewhatididthere)
How does this relate to you?
You’re likely not niching in farm / ag / ranching (though some of you have told me you are!), but this same idea can play out in each industry and niche. Your potential clients are showing up somewhere.
You need to be in that place too.
You need to put your name out there.
You need to shake hands and introduce yourself.
Yes, we can be a bunch of introverts. But we can also do hard things out of our comfort zone.
I love the book Get Different: Marketing That Can’t Be Ignored by Mike Michalowicz for this type of marketing.
Think about who you’re after and then go get yourself out there. You can do this.
Happy Selling Season,
Erica
What’s Happening in Aligned
MeetUp: Sales Strategy with The Sales Maven: Wed, Aug 20th - 11am MST
MeetUp: A Simple Website for Starting Out: Thu, Aug28th - 9am MST
MeetUp: Peer Mentoring / Q&A with Erica: Tue, Sept 23th - 11am MST
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