Upholding Your Brand Image
You may wonder what the process of acquiring new customers has to do with upholding your brand image.
We were reminded of this aspect when the Senior VP of a Fortune 1,000 financial services company told us why he extended our pilot project into a major campaign.
Here's what he said, not quite word for word of course, but thought for thought: |
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- "You guys have a basic brand image mindset that speaks our language. Our brand image is very important to us. In fact you could say we are addicted to it. It's essential that our outsourcer be aware of this and concerned to uphold ours."
- "You didn't harp on being in the business of lead generation. You defined your mission as New Customer Acquisition and Retention, the consequences of which would maximize sales force productivity. That made good sense to us."
- "While it wasn't necessary to sell us on the lifetime significance of new customers rather than the value of their first orders, we appreciated that you too understood this."
- "You spoke about your Business Developers, their college education and business experience."
- "You explained how they adapt and converse freely. That they think for themselves and are not bound by scripts."
- "You weren't the most competitive price wise. But if we wanted low costs we could have gone to one of the commodity type agencies. But what we can't get from them are people who will uphold our carefully nurtured brand image in every communication with our prospective and existing clients. We knew we'd be safe with you."
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| How Commodity Type Agencies Operate |
They don't make the time to understand (or deliver) the value of a good first impression. They just dial and look for near-term opportunities. Slash and burn; pick the low hanging fruit. No time or attention for anything else.
In this model no one manages the pipeline. No one develops and cultivates relationships with the decision maker. No one identifies a prospect's needs. No one seeks the pain. No one maintains longer term prospects in the call queue until the opportunity is fully qualified - quantified - and ready for your sales presentation.
| Impressing Brand Awareness |
When we speak with a decision maker at a company, we are most often having a substantive conversation with a key senior (C Level) executive in Finance, Marketing, Sales, IT or Operations. And, while we are probing for pain and gathering qualifying information, we will, as you would be, impressing the benefits of your brand upon them.
It is not easy to convey how we at eti are concerned to demonstrate the respect we have for your brand image. For brand image is not created by adhering to a certain number of prioritized rules. Nor can it be maintained, nor enhanced in this way.
It's easier to illustrate how brand image is conveyed when a prospective customer first meets your company's representative.
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- The door opens and your rep walks in smartly dressed and confident. A firm handshake and a proud bearing immediately puts you at ease as formal pleasantries are exchanged. You're already beginning to feel good about having granted this person an interview.
- You rep speaks well in modulated voice. Articulate, in the manner of someone who has benefited from some years business experience and an above average education. He or she treats your prospect with all the respect due to a senior decision making executive. Nothing is taken for granted throughout the presentation. Questions are answered fully and sincerely.
- It may not result in an opening order, but even in the face of a refusal, a positive impression will remain.
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We provide your prospects with their first impression of your company. Moreover we continue to convey positive brand impressions because we know what this means to you.
You need to be represented with the highest degree of professionalism - in a manner consistent with the quality and personal values of your company. You can count of eti for this.
"Before we engaged eti to undertake our lead generation program, we were concerned if eti's Business Developers could communicate our brand and value proposition the way our sales representatives do. Now, a few months into the project, I'm concerned that our internal people cannot present us as well as eti does."
The value of your brand image is our mutual concern.
For more information on how eti can help you build a qualified sales opportunity pipeline while building your brand please call 1-800-466-4384.
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