Dawn Craig has always been fascinated by what motivates people’s choices. Because of this, she became frustrated in B2B sales, as the interest of the end customer was seldom considered. She knew there had to be a better approach and kept her eyes open for an opportunity where she could focus on the end customer. She found just such a spot—a small women’s accessory business with a good location—and bought it in late 2014.
Her storefront, Finnleys, strives to engage customers and orient them to current offerings. Of course, this can prove difficult as most people lead hectic, busy lives. However, understanding customers and their interests allows Dawn and her staff to guide them to purchases that really light up their eyes.
Since starting her business, Dawn had struggled to articulate Finnleys’ purpose and unique selling proposition. But the Woman’s Advantage® Forum has enabled her to clarify the true mission of her business: to allow customers to express their personal styles. As a result of her monthly Woman’s Advantage® Forum meetings, Dawn anticipates continued growth and the addition of even more customers.