Clients are not biting. What’s the dealio?

You are selling yourself and you are pretty darn good, but companies are not biting. What’s the problem? It could be a number of items, but in this case, I believe it is a branding issue. My client, “Russell”, wondered why he is not attracting more business. Think about this scenario on how you buy products.

Buying Process

Before you buy a new product, e.g., a nice camera, what do you do? If you are anything like me, you look up cameras and determine which features are available. What are the bells and whistles? Are they worth the cost? What are the pros and cons of this camera? Is the lens clumsy and heavy? Will you need to invest in a sturdier tripod? If this is a new product, is there support, is it tested, has the company been around a while?

You google “Canon EOS 7D” “quality” and “Canon EOS 7D” “complaint” to check for other people’s reviews besides the vendors.

• Ask your friends
• Ask a question to Linked In
• Ask your Facebook friends
• Ask the local camera store
• Go to photography sites

Time to buy

Where do you buy it? You compare prices, shipping, and time schedules. You google “fraud,” “store name” and “store name + bad service” to avoid these stores. This product runs about $1800 plus shipping. Yes, I will spend at least a couple of hours researching to get the best product.

Some people might go to the store and ask the sales person for suggestions and buy it. However, the buyer may be dissatisfied because they discover later, the camera doesn’t have the features that he now wants.

You are the product

If you want to be the company the client hires, your reviews, benefits, features, google searches, and word of mouth publicity need to back up your greatness. To maximize your Return On Image and to project an established, professional company, your brand must be aligned and echoed by the following factors:

• In person: your personality, your presence, your movement
• On the phone: your voice quality, words per minute, the feel of your voice
• Online presence: your consistency across all of your materials

Are you out there?

Google yourself and your company.  See what your potential clients see.  If this is a new product, is there support? Is it tested? Is the company established? You google “Canon EOS 7D” “quality” and “Canon EOS 7D” “complaint” to check for other people’s reviews besides the vendors. Do your friends and classmates have an opportunity to learn about what you do? Are you current?

Back to Russell and no nibbles…

Do your friends and classmates have an opportunity to learn about what you do? Are you current?

When Russell pitches to his potential client at a meeting, what happens?  The service he sells is in the $8000 range. Do you think his potential client is researching him? Are your clients researching you?

People are very busy and may give you 45 minutes to talk about your service, but they may not do their homework until after they meet with you, but they will do it. If they don’t like your presentation, they just saved themselves research time. When you do a great job identifying how you solve their problem, then they will get to the “let’s check the reviews stage.” Russell presented well and piqued his client’s interest. He has passed the “in person” and “on the phone” phase.

After Russell’s meeting, the company then spends time to research to confirm he is as great as he sounds. Does you have an online presence? A person who is thorough will show up online. They will look for 3rd party endorsements, history, google him and his company and will ask around. This is where you need your branding to come through for you. When a company “googles” or “bings” you, what do they find? Is your social media there? Are you looking professional, organized and consistent with your brand, colors, fonts, pictures and messages? Are you up to date or “so last century?” Does your website look like you and your business card, or is it your picture from 5-10 years ago? Do they find anything on you? If you are is great as you sound, then how come you are not “googleable?” Problem.

In Russell’s case, his online presence was limited and he and his company were hard to find. His website didn’t have his company name and scant information. He acts like a professional, but from his online presence he does not look experienced and may not have track record. Alert: Newbie! He isn’t a newbie, but his online presence screams, “Newbie!”

Even if you are a newbie, you can overcome this by looking professional through all of your materials, profiles and technology. You can be new and be credible when your image is there to back you up. Companies don’t want to take risks. If you don’t look like you invest in your company i.e., taking time to establish a solid brand, you are a risky investment. Get solid and maximize your Return On Image! Let your materials speak for you.