GREENVILLE, S.C., July 13, 2015 /PRNewswire/ -- Results of a new study give business-to-business marketers profound reasons to change the way they talk to small business customers. Taking a popular psychological concept, "Fixed Mindset vs. Growth Mindset," business-to-small business marketing firm Cargo set out to see if small business owners (SBOs) adhere to this widely accepted principle.
With the help of the advanced analytics team at Cooler Heads, Inc., Cargo commissioned nationwide surveys for U.S. and Canadian SBOs and discovered startling contrasts. Not only do SBOs challenge the prescribed constructs of Fixed vs. Growth mindsets, they defy them. For example, at the core of the Fixed Mindset is the notion that people won't, don't, and can't change. But when Fixed Mindset SBOs were asked about a person's ability to change, close to 90 percent felt strongly that people can indeed grow and change.
Cargo Managing Partner Dan Gliatta says, "The Fixed vs. Growth Mindset principle essentially claims that whichever of these two traits a business leader has will determine his success or failure, but our research shows only about three percent of small business owners fit this strict mold."
This prompted Cargo and Cooler Heads to offer more accurate monikers for the mindset of small business owners: The Artisan and Crusader.
The Artisan is a practical creative who yearns for a passionate career. They use their innate talents to do what they love. The Artisan is cautious with opportunity, sometimes to a fault. But failure is not an option. Slow to change, but even slower to concede, the Artisan's focus is on their product/service at all times. The Artisan believes they are their best advantage.
The Crusader represents ideas in motion. Once an idea pops into their head, they act. They may fail from time to time but that only fuels their experience, their knowledge, and their passion. The Crusader knows that when the idea is big enough, it will catch fire and once it does they turn the keys over to others and move on to the next big thing.
How to Approach the Artisan
- Help them solve the day-to-day.
- A personal touch goes a long way.
- Leave the heavy-handed sales tactics for someone else.
- Be quick to respond.
How to Approach the Crusader
- Help them solve tomorrow's problems.
- Use energetic, empowering language and tone.
- Think digital, instant, and always on.
- Deliver on promises. One slip-up and they are moving on.
Full reports of the U.S. and Canadian studies are available for download here at Cargo's website.
Established in 2006 with offices in Greenville, S.C. and Toronto, Cargo is a new model marketing agency specializing in helping brands connect with small businesses, otherwise known as B2SB MarketingSM. Cargo's client brands include Microsoft, Intel, 3M, Canon Canada, Mercedes-Benz, Daimler and Citrix. To be a part the evolution of the B-Side Marketing Project, follow Cargo on Twitter @tweetcargo or visit thecargoagency.com.
SOURCE Cargo LLC