Amy Graver’s design firm, Elements, positions themselves as a “virtual marketing department.” It’s a strong positioning for them—but the only challenge is, with such a potentially broad audience (Who doesn’t need a virtual marketing department?), where do you go to find those prospects? How do you efficiently locate those people?
When it comes to Amy, I have a sense there is also something else involved in their success, so in our recent interview, I asked her:
“There is something in you, in the way you talk about what your firm can do, that I feel almost balances the need for a target market. I imagine you can sell anything to anyone… You can talk to anyone anywhere, and maybe as a result, you don’t have to say, ‘Alright, I’m doing healthcare… Alright, I’m doing financial services….’ What do you say to that?”
“I never saw myself as a salesperson, but my father used to say I could talk the paint off a barn … I feel very comfortable talking to anybody and finding something in common. I also think it’s my passion for what I do. I really believe in us, I believe in my team. I’ve made very careful hires … Every time we have a new hire, I want to know what they bring that’s unique, because I’m going to go out and talk to the clients about it. It adds to the depths of who we are as an agency… The creativity, passion and love of what we do comes across … We’re doing great things for our clients. We’re a thinking, strategic, creative agency. Our clients seem to agree. One of our best resources is all the referrals we get from our clients…”
I also asked Amy, “What suggestion do you have for someone who is resisting the idea of targeting a market and wants to apply their services to many different industries?”
For this answer, and more, listen to this 19-minute interview.
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