Take this fruit tree. Nice, juicy, nectarine, yes?
Except there are not just nectarines on this tree. There are nectarines, peaches, plums, apricots, cherries, almonds…
All in all, there are 40 (FORTY) different kinds of fruit. On ONE tree.
Professor Sam Van Aken at Syracuse University was able to create it because all of those are stone fruits and similar enough, they can be grown from the same trunk.
In Florida, we can do the same thing with different citrus fruits.
It’s awesome.
And your business is probably similar.
You have one “trunk” of a process that “branches” out to serve all kinds of different clients.
You might even say “anyone” or “everyone” could use your service.
That may be true…
But when you want peaches, you don’t buy cherries.
When you need lime, you don’t grab a grapefruit.
You don’t care if they came from the same tree. You probably had no idea they could even grow on the same tree.
Because The FRUIT is different…
The results your clients are seeking are like the fruit.
It doesn’t matter that your process might work the same for attorneys or accountants or arborists.
That’s not what they’re buying.
They’re buying results that are specific to them.
And that better be what you’re selling.
By connecting. By understanding. By speaking THEIR language.
Does process matter?
You better be able to deliver. Lots of people promise big, juicy, peaches, but then can’t actually grow them.
And your process not only allows you to deliver, but it is also what differentiates you from the competition.
And a lot of folks, especially those that have been burned in the past, are going to want to know that the process is sound and understand it at least at a basic level.
But in the end, if you’re not selling what they’re ACTUALLY buying…
If you’re not talking about your service in terms of the value, THEY are seeking…
You’re going to miss out on that opportunity.
And that would be a waste.
Go get your hands dirty.
#PlantTheSeed #clientcultivationcycle #pollinatorpodcast #smallbusiness #marketing #sales #strategy #entrepreneur
