Clients are not biting. What’s the dealio?

You are selling yourself and 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 isn’t landing more business. Think about this scenario.

Buying a product process

Before you buy a nice camera, what do you do? If you are anything like me, you look up cameras and figure out which features are available. When do you use the bells and whistles? What are the pros and cons of this camera? Is the lens clumsy and heavy? Will you need to invest in a sturdier tripod? [/caption] If this is a new product, is there support, is it tested, has the company been around? 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 link in
  • Ask your Facebook friends.
  • Ask the local camera store
  • Go to photography sites

After you select the product, it’s time to buy. Where do you buy it? You compare prices, shipping, and time schedules. You google “fraud,” “store name,” “store name,” and “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, ask the salesperson for suggestions, and buy it. However, the buyer may be dissatisfied because they discover later that the camera doesn’t have the features that he now wants.

You are the product.

If you want to be a 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 come off as an established, professional company, your brand must be aligned and echoed by the following factors:

In Russell’s case, his online presence was not prevalent, and he and his company were hard to find. His website didn’t have his company name and had very limited information. This looks like a good salesperson, but from his online presence, he does not look experienced and may not have a track record. He looks like a newbie.

Even if you are a newbie, you can overcome this by looking professional through your materials, profiles, and technology. You can be new and credible when your image is there to back you up. Companies don’t want to take risks. If you don’t look like you are investing in your company, like 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.

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