Before you can sell yourself as a company, you have to know what you’re selling. Even if you have a very clear idea of who you are and what you’re doing, it’s worth pausing to think about your brand distinctives. What makes you different? What can you offer that others can’t? Can you name your strengths? Why are you a better choice from everyone else in the running?
Sales needs a solid marketing foundation, and that begins with brand identity. When you’re on the phone to a potential client, and you’ve got 30 seconds to tell them why they should give you the contract, you’ve got to have your answer ready.
Then you’ve got to be able to back it up. Does your website, your brochures, or your van livery communicate the same message that you do? You don’t need anything highly sophisticated or expensive, but make sure that a poorly-designed or out-of-date website isn’t undermining your good work elsewhere.
The telephone is going to be your main tool for sales, but when you’ve spoken to someone for the first time, they’re going to look you up. You might send them a letter or an information pack. As well as marketing assets, this is about people too. If a prospective client phones the office, are they going to hear a similar message from your colleagues as they do from you?
A sales strategy needs some foundations. Before you get started, make sure that you can check off everything on this list:
- A clear and effective corporate identity, shared across everyone on your team. What do you stand for? What makes you distinctive?
- An attractive and memorable brand that expresses this corporate identity, consistently applied, and that communicates trust and professionalism.
- Marketing resources for introducing the company and following up contacts – website, brochure, letter-heads, etc.
- Evidence to back up your marketing claims, such as case studies or testimonials. Give new clients confidence by showing off your best work.
How does your firm perform? If there’s anything that could be improved, take the time to do that first. The stronger your marketing platform, the more effective your sales staff can be when they hit the phones.
