Customers and Trout

I had the good fortune to go fishing in northern Maine recently and while reflecting on my fishing luck (or lack thereof…) saw many parallels with fishing for customers.  There are a few important things to consider when trying to hook the wily brook trout.  Time of day, type of bait, and where you go are obvious.  But some subtler effects are often even more important – weather, how you work your line, and the color of your shirt – and can spell the difference between wishful stories and a full creel.

• The right bait – Floating a mayfly on the river in August will not even draw a yawn, but a juicy worm in a small mountain stream will cause a riot.  Matching the product with the desires, hopes, and needs of customers is the starting point for success.  A keen understanding of their environment and situation will bring you far down this road.

• Work your line – Just throwing your line into the water is often not enough to get a bite.  You need to think about what the fish are thinking (I know this is a bit over the top, but its true).  They are expecting your bait/fly/lure to act like what they see in nature.  You need a strategy on how to work the stream.  Similarly your products have to fit with how customers currently operate.  Products that slide into the customer’s workflow have a much easier time of it than those that need a completely different approach.

• The color of your shirt – You’re probably wondering about this one, but its true..  Fish are wild creatures and become concerned (i.e. think they are about to become dinner for an osprey) when a large bright thing appears above the water.  With customers you need to treat them well and not scare them away with claims filled with hyperbole.  A sound market entry plan and good execution will bring customers to your products.

One additional piece is thinking about your prospects for the day while you are on the way to the river.  Before you put your line in, you will have an idea of what you hope will happen.  But one thing is certain – fish or no fish, it is always rewarding to be on the river.  Similarly it is always valuable to be out amongst the customers.  That is where the action is, and that is how you improve your luck.  After all, the first law of fishing applies here – keep your line in the water if you want to catch fish.

ps. yes I did catch that little fellow in the picture.