And they buy solutions… not specifications.

So when Meadowlane Construction** wanted to expand their customer base, it was important to show people how they go ‘above and beyond’ to solve their client’s problems, in a way that made the stories real for them.

Because I don’t know about you, but when you look at a long list of features or specifications, do you find it hard to see just how they apply to your situation directly?

Like watching a good movie, it’s easier to put yourself into the title role when you recognize the situation the characters are going through.

And if you’re actually been through something similar, you’ll know just how they feel…

You’ll identify with the problem, and you’re relieved to find someone who can handle it successfully for you.

Fortunately, Meadowlane has a long history of ‘fixing things’ for their clients.

So when I sat down with their CEO and their Marketing Director and they started telling me how the company started… where their expertise came from… and some of the incredible turnaround tales they’d been part of,  I couldn’t write them down fast enough!

There was plenty of raw material to work with… and that was the problem.

After about 2 hours of conversations, the question was clear: which stories were relevant to their prospective clients?

And how to condense them down to their hard-hitting core and still keep the important, customer-attracting details in?

That’s where having an ‘outsider’ in the game helped Meadowlands tremendously. As I prodded with questions and listened to the answers unfold…

I take on the role of a ’sales detective’.

That’s when I listen as if I’m discovering your stories for the first time
(which is actually true, if it’s our first conversation!)

But I’m listening as one of your prospects… as a business owner or manager with a real-life problem, looking for an expert to take care of the solution for me.

Not just to ‘make it go away’… but also to position you strategically in your prospect’s mind as the ‘Go-to Guy’ for the expertise you need.

That’s where your profitability comes from.

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** I’ll be honest with you… “Meadowlane” is not the company’s real name. That’s because I was brought in as a ’secret weapon’ on this case by one of the city’s advertising firms. So we’ll protect their client’s confidentiality, while making sure they still get the best results…