Great post from Greg Sterling on what SMB’s want – The Internship

http://screenwerk.com/2013/05/31/amazing-google-smb-sales-call-showcased-in-the-internship/

 

In addition to serving the plot, the scene also unintentionally illustrates many truths about SMBs and online advertising:

  • Digital advertising is mysterious and too complex to expect SMBs to self provision
  • Business owners just want to run their business and don’t want to become online marketing experts
  • The inertia of “this is the way we’ve always done it” is incredibly powerful
  • A human sales rep, who understands and can make a personal, emotional connection with business owners, is going to be a lot more successful in closing than “geeks who make rational arguments” over the phone