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Your business is the prize
“When prospective clients look at your business, what do they see? If it looks likely that you can solve their problem, do they perceive you as the prize above all others? Above your competitors?”
For a moment, imagine your business as a prize. Something that other businesses must have in their toolkit, in their team, on their side, as partners in their battle for success.
Now reflect on how you currently market and sell your products or services. Are you a prize? To your current customers, maybe yes. And that's why we ask them to tell their stories through case studies and testimonials.
But what about pre-sales prospects?
When prospective clients look at your business, what do they see? If it looks likely that you can solve their problem, do they perceive you as the prize above all others? Above your competitors? If that feels like a no or maybe, then keep reading.
Defining your business as a prize is the perfect analogy for how we want to be perceived in a competitive market place. If you think back to your best client interactions during the acquisition phase, your soon-to-be clients most likely held your business in high esteem from one or more interactions. In B2B terms, we often say that it can take 6 or 7 high quality interactions before a prospect will sign on the dotted line.
Every interaction counts
When doing business, it’s important to remember that relations are built on a mix of personal and media interactions. After the initial meeting decision makers are very likely to research your business and the concepts, products and services you’ve presented. This is why high quality communications, in every sense of the term, are critical to success.
Defining your business as the prize is best done early in the pre-sales and marketing phase. Here, good design in combination with compelling communications and clear value propositions will make it more likely that business managers and decision makers make positive calls early on in the buying phase.
How do I know if I’m a prize?
Start by defining your most valuable interactions. Put a score next to their perceived value out of ten. What are they? They could include:
- Your website
- Your print collateral (business cards, brochures, etc.)
- Your advertising
- Social media
- Your proposal
- Your product descriptions
- Ongoing marketing communications
- Your sales process
- Your onboarding process
- Partnership opportunities
Be clear and relevant
Do each of them have a clear value proposition. Do they answer the "what's in it for me?"
Do they pitch your business as a prize? What untapped channels of marketing can you define?
When we ask these questions of ourselves, the answers are not always obvious. But trying will help you identity points of weakness in your sales and marketing artillery enabling you to create a roadmap to becoming the prize against all other competition. They'll also help you uncover the areas that yield the best return on investment.
This week's mantra: invest in becoming the prize.
This year's mantra: become the prize.