It says in the bible “a good name is rather to be chosen than great riches.” It is also said of some that “their reputation precedes them”. And that can be good or bad. A good name or reputation can go a long way for us in life and in business. The key here is: What are others saying about us when we are not around? I for one want my reputation to exude professionalism, competence and integrity.
A while back I was calling on a client and in the meeting he asked me if I had ever worked with a particular company, to which I replied yes. Now unfortunately this was one of the rare occasions where I did not secure the business and was disappointed because it was a significant opportunity for my company. But one thing that I did do was to prepare for every stage of the process, do my due diligence, understand the needs of the organization, identify the personal wins, and had great rapport with the decision makers. Afterward I felt there was nothing more I could have done to win the business and when I did not get the deal, I was as professional and kind as I could be.
This all led to my meeting with another prominent company. I called and secured the appointment on my own, then attended the meeting. During the meeting, the prospect told me that he knew the decision maker at the other company very well, and that although they chose not to go with me, he told the prospect I was now calling on that he respected me and my company and that he would be wise to consider the services we offer and involve me in the process.
What do people say about you when you do not win? Did you offer your services in case something changed? Did you check in periodically to monitor how the change has gone? Did you contact them, just to extend yourself?
When we are out there marketing, making contacts, networking, establishing our presence, we are building our brand. Branding ourselves is an excellent way to distinguish ourselves from the pack. Here are a few simple things we can do to add value to our brand.
• Prepare for every interaction we have with the prospect
Whether we realize it or not people are evaluating us by how we look, what we way are dressed, facial expressions, voice tone, and a host of other factors which they may not even be consciously aware of. If you are prepared for the interaction and KNOW the outcome you want, then you have a clear path as to how what you want to accomplish. People will be able to tell if we are prepared or not and if you put the effort in on the front end you have a better chance of being evaluated in a positive light.
• Research the company and the person
Knowing details about the industry, company, competition is critical in setting ourselves apart. One thing I do to accomplish this is to prepare some questions I can ask that I am genuinely curious about. For example, if I see from their website that they are expanding, releasing new product, building a new facility, or anything relevant I prepare questions that will help give me insight about the company and show I care. If the person I am meeting with went a particular college, I will look up the record of the football team and see who they are playing next. I think the idea is pretty apparent. Be a detective and get curious about them.
• Follow up
You would be amazed how many of your competitors do not follow through regarding communication. After every face to face meeting, an email or some type of communication that recap’s what took place in the meeting as well as the next steps can be a great way to keep things moving in the direction you want. The point is, always follow up when you say you are and do it right away. I used to have a policy that I would not follow up with someone when the issue was negative unless they called me twice. What I have found out is that all I did was make them angrier by not getting in touch. Today I follow up immediately to communication and if I need to get others moving with me, I do that as well.
If you are the president of your own services company how would you want your company to be perceived? When a client or prospect thinks of your product or service, they will think of you as the face of the company. When you think of Microsoft, who comes to mind? Apple? Wendy’s? what about your lawn service? HVAC repairman? Anyone who came to your house to do work? You associate them with the company.
To a large degree we are in control of this and we should make every effort to leave a good impression with everyone we come in contact with. Many times I have pulled into a parking lot and bumped into someone entering a building, standing in the lobby, fighting for a parking space, only to find out it was the person that I was about to meet with for the first time. You never know who you will bump into.
Be the best you can be by putting your best foot forward and build that unique brand that is you.
Respect the Torch!
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