Wednesday, October 10, 2007


In any company, no matter the size, it all comes down to the one-on-one exchange between the buyer and the seller, and a great first impression can make or break the sale -- and how memorable your business is to others will determine your success. Marketing is constantly being told by Sales to "gimme something I can pitch." Salespeople want to think they're being unique or memorable by trying to impress the client with their product knowledge. Not so. Others believe if they have a flashy way of presenting their product, they'll stand out. Yes, your firm may stand out, but for the wrong reason. The goal isn't to be remembered by being outlandish or a know it all .

What about your business? How are you remembered and talked about by your clients? Here are a few ideas to be more memorable:

YOUR LASTING IMPRESSION: First impressions are very important. In all communications, make sure your entire team is careful what they say when they meet someone for the first time. The first impression can make the difference between getting the business or getting the boot. However, there's one thing greater than a first impression. It's your lasting impression. Be concerned more about what your company does more than what your people say. The rhetoric gets the shot, but the actions define who you are.

YOUR IMAGE: What does your firm look like? What do people think of when they say your company's name? Your image is priceless in sales. Your people don't need to wear Italian suits or designer shoes to be viewed as a professional. However, you do need to think about how you can stand out from the competition. I love to wear t-shirts, jeans, and flip-flops. If I showed up to a presentation like that, no one would listen to the message because my image would be a negative distraction and reflective of too laid back an attitude in business. Your company image needs to reflect what you want to be remembered by. Teach all your people to think before you wear and create an image that's worth remembering.

YOUR REPUTATION: Does it really matter what people think about your business? Of course it does if you care about making sales. Your reputation is everything in business, and yet, most people put little effort into what their reputation is on the street. You need to plan for your company's reputation... it is something to be crafted and molded because it eventually becomes your brand. Start by thinking about who you are. What do you want to be known for? What do you want others to say about your business? After you come up with the answers, work on the plan. Want people to think your company is reliable? Then, all your people will show up on time for meetings. Want people to trust your products and services? Then, always honor your word. Your reputation is something that takes a lifetime to build and a moment to take away. Pay very close attention to the actions of everyone in your company and remove those who present obstacles to a stellar reputation.

No comments: