Last summer I went through the process of reviewing my brand, my image, and the value my business brought to the market. I was not pleased with the disconnect that my then-current company name, Smile & Dial Revenue Generation Services, had with a number of prospective customers and referral partners.
Rather than stall and drag out the process, I hired a marketing firm, Workpump, to help me. Now I know that I help OTHER people with THEIR value propositions, but this one was just too close to home. I was really content with the partial value I was bringing to prospective and current clients, but not with my “full out” value of being different from many of my industry counterparts. That’s another story for another day.
But here is the funny thing: once I re-branded the business to Score More Sales – my contacts came out of the woodwork to tell me how they really didn’t like the “old” name – and love the new one – it resonates with what I do! They said, “the old name made you sound like you work with telemarketing companies” (I actually work with B2B sales teams to increase revenues through tactical help)
So this is the lesson – sometimes those around you won’t tell you something just because they don’t have a better idea – but that doesn’t mean they don’t have a problem with something you are doing. In this case, I had brilliant marketing colleagues who said nothing – until the “new” name came about, and the new materials.
Silence is NOT always golden. Just because people don’t say something to you to update your website or look into your branding or customer experience – it doesn’t mean that there isn’t a need to evaluate and tweak, or in my case, out-and-out change.
Footnote: Since the re-brand, business has increased DRAMATICALLY, my “qualified” to “close” ratio has improved, and prospects better targeted to what I do keep appearing stronger than ever. I have my logo on a few jackets and shirts that I wear to networking and other business events. I’ve even been stopped at the grocery store with questions about what I do. That’s because so many people are in the sales business, when they see someone who is offering to help them “score MORE sales” – it piques their curiosity. Plus it causes me more joy because I really love the new brand and value I’m offering the world. It is more “me”, and it picks up on the tie into sports that I have, plus it clearly states an overview of what I do.
Here’s your question: How can you pique your potential customers’ curiosity? Don’t rule out using outside professionals to help you focus on what is most important.