You work hard. You put a lot of information out there, do great work for clients, and probably have plenty of success stories to share. But at the end of the day, you’re likely so busy DOING your job that you probably overlook telling others what you are doing.
How often have you had the same conversation with clients about your competitive advantages and success stories? Wouldn’t it be great if they already knew WHY your company was a perfect fit for them before they ever met with you?
Sounds like an impossible dream, right? Well, if you’re actively sharing your success stories, you may start to find that the sales process will become much easier if your company has already pre-sold itself through toot-your-horn marketing.
Before you run from this post, I want to be clear that by ‘tooting your horn’, I’m not suggesting you run around posting on social media sites, in blogs, emails, and conversations that you’re the best. You very well may be, but nobody wants to hear it, and it makes you sound fake and cheesy. What you SHOULD be promoting are the examples of your success stories, while carefully walking the modesty line. You don’t need to say “we’re the best, we’re number 1” to show potential clients that you’re successful. All you need to do is make sure that examples of successful projects and initiatives are well-publicized in the markets you work in.
For example, the next time you achieve great results for a client, or discover a new use for your product or service, be sure to promote this achievement outside of your immediate circle. Write a press release, include a story or case study in a blog post, share it on your Facebook wall, LinkedIn company page, and Twitter feed, post a video example to YouTube, etc. You should accurately brand the story with your logo and web address, but you don’t need to go on and on about how amazing your company is. Just show the example, and people will get it.
But if you don’t have the proper channels in place, it’s time to get on board with social media and blogging. You’ll find that once you have the proper channels in place, sharing your story will be as simple as sending an email. Except the rewards you reap will multiply, and they’ll continue long after you hit ‘send’.
