This is a theme lately…… don’t assume people fully understand what it is that you offer. Even if you have told them. Even if you have told them more than once. Yes, I know. You wonder, “do people even hear what I am saying?” Let me give a couple of examples:
I’m on a committee for a non-profit that holds an annual educational event. The head of this organization is working with me to identify speakers to speak on various topics. We turned to the sponsors first to fill some slots – and I found out through being copied in emails that the head of this organization is not aware that one of the sponsors, a large law firm, has a specific specialty – intellectual property. Turns out that this law firm has an 85 attorney patent group, and a licensing and IP group of the same size!
In a client training session, we went around the table of 15 attendees sharing stories about how a former or current customer didn’t know that they did a specific service so found a competitor who did.
You know the old saying about “never assume” – keep that in mind, and keep reminding people what you do as you are in contact with them. It is a great foundation for a drip marketing plan – each piece you send past customers to keep in front of them could offer information on different services and products you represent.
Ultimately in selling you need to make it easy for people to work with you, and one of those aspects is in helping them know what it is that your company does. It will also help you with more referrals – because once people are absolutely clear – and if you are innovative and do a good job – they’ll mention you because they know what it is that you do well.