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Blog | Poets meet Plumbers - oh oh.

Oprettet af Jonathan Winch   |  0 kommentarer   |  February 11, 2008 13:08

Where do poets and plumbers meet? Typically, in situations where the plumber is an online services provider of some kind, perhaps selling email marketing, adserving, search engine optimization, or even just Flash animations. The poet is the customer – a product manager or marketing manager.

Most often, they talk entirely different languages. Plumbers don’t know how to sell solutions to poets. They dive down into details, talk about solutions they have made for other companies and the impressive results. Poets are left wondering what the big picture is – where does the plumber and his or her offering fit into the overall picture?

To make things worse, plumbers talk in terms of numbers, something that makes many marketing professionals (who are most at home with words and pictures) instantly turn off. It’s a clash of an emotional paradigm vs. a rational paradigm.

Plumbers can also do themselves a disservice by going in with a specific solution such as an animation, then expecting that they can deliver a CRM system to the same client later. What they don’t understand is that the Flash animation and their general approach positioned them as tactical partners rather than strategic partners, as a Flash animation supplier rather than as a company that could do something more.

Before Plumbing companies can really make a difference, they will have to learn how Poets think – and how to make the true benefits of what they can do clear and compelling.

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