Under the Oak Tree

December 2007

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Tom Long, President Solid Oak Consulting	Reaching the Decision Maker With the holidays upon us, I'm sure you are seeing several advertisements for children's toys. These advertisements are geared toward their target audience - children - even though children typically have no buying power. But, what they do have is influence over the buyer, or the decision-maker. The decision-maker is ultimately the person you want to reach through your marketing efforts, whether directly or indirectly. As the toy example illustrates, the consumer is not always the decision-maker - and the consumer does not always have influence over the decision-maker. Let's use a nursing home as another example. A woman is looking at nursing homes for her elderly mother. In this case, the daughter is the decision-maker and the mother is the consumer. The daughter is looking for a nurturing environment for her mother, a place where she will receive compassionate care. The mother, of course, has needs too, but the decision-maker will ultimately go to the places that appeal to her first. So, nursing homes that use the words "nurturing," "compassion" and "caring" in their advertisements are ones that will catch her eye. To go one step further, the daughter may be influenced by her mother's doctor's opinion. So, an influencer helped a decision-maker make a decision for the consumer. Do you know who makes the decisions when it comes to buying your products or services? If not, I recommend you find out. If there is any way I can assist you in this endeavor, please Contact Us. The 'Baby Boomer' Entrepreneur Baby boomers are leaving corporate life at an increasing rate as they reach retirement age or are caught in the downsizing trend. Rather than retire, many of them are becoming entrepreneurs and starting their own businesses. Solid Oak Consulting has experience working with these "boomers" as they strike out on their own. Please Contact Us for more information. Solid Oak Consulting Releases Results of New Study Have you gotten a copy of our latest report, "Death of a Small Business: Five Threats to the Growth and Success of American Small Business."? This 79-page report examines the reasons why small businesses struggle and, oftentimes, fail. We are offering the results of this study at no charge to any business that can benefit from the information. A snapshot of the study is available here, and the full report can be obtained through a link on the Solid Oak Consulting Web site. Happy Holidays from Solid Oak Consulting This holiday season, give thanks for your many successes, personally and professionally. As the year comes to a close, also take time to reflect on your business' accomplishments in 2007 and begin to develop your vision for the year to come. Solid Oak Consulting wishes you and yours a safe and joyous holiday season!
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