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Mary Schmidt Marketing Troubleshooter


Mind Share Before Market Share

Apr 22, 2014

Recently, I was discussing next steps with an entrepreneur. Cool product. “Why didn’t I think of that?” Smart people. Tons of international market potential. Already moving ahead…but not exactly sure where “ahead” was leading.

So, we had a brief conversation about needing mind share before market share.

Couple of basics:

1. Anyone can sell one of anything to somebody.

2. Customers may love the idea…and then will never pay for the actual product.  (And if you talked about it with them six months ago…they may well have moved on to something else…not so excited anymore.) 

So, that international market potential is awfully sexy...but...see #1 and #2 above.  I’d submit you need to sell some, not just one to a handful of name

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Start-Up Sanity Check for B2B Tech Ventures

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Social Media Isn't Free, Easy or Magic.

If one of the self-anointed experts contacts you, pitching magical thinking, ask:

1. What results can I expect if I work with you? (Note: Twitter followers aren't necessarily customers.)

2. What kind of time will I have to invest? (Social media, properly done, is all about personal relationships. You with your customers...and a good relationship takes time.)

3. How do I integrate social media tools with my current operations? (Your salespeople need to know what you're saying on Facebook. Your customer service process and policies should be consistent across the board, from phone to Twitter.)

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