I was having a conversation the other day with a business friend on the ABC sales acronym: Always Be Closing. I’m not a big fan of the traditional sales training that came from the industrial age, but I get the concept. As a marketing professional, I tend to come from a slightly different angle. Since marketing is the kissing cousin to sales and is absolutely necessary before any sale actually happens, it seems that one must also take on the philosophy of Always Be Marketing instead. The fact of the matter is, every time you walk out the door, open your mouth, walk in room, post a status, reply to a comment, hand out your business card, you are marketing. The real question is not “Are you always marketing?” The real question is “Are you aware that you are always marketing and are you doing it with intention?”
The Business Introduction
The most powerful marketing strategy, in my humble opinion, is networking. Meeting another person in business and learning about what they do, who they best serve and how you can help them is good networking. You will make wonderful friends in business that can bring a residual effect back to you in so many ways. But, inevitably, the question is asked of you, “What do you do?” Are you prepared to answer this in a succinct, not about you at all, but all about your target market and how you solve their problems kind of way? Working on your business introduction before you leave the house, heck days before the event, will put you leaps and bounds ahead of the other networkers in the room. Introducing yourself and the value you bring to your clients is not always easy, yet so few of us take the time to get it right and get it down! Work on this! Your business introduction is a big marketing moment! Put your best self forward.
The Business Card
Next to opening your mouth to share your business introduction, handing over your business card is another big marketing moment. Take the time to create a card that is consistent with your brand and shares the vital information that makes it easy for me to connect back to you. Too often I see folks taking the cheap route in this area. Please remember, in marketing, perception is reality. Handing over a card that is not professional or one that you have to apologize for as you share it, can actually put you’re marketing efforts a step behind instead of moving them forward. Use quality paper stock for printing, keep one side matte and with open real estate to write notes, add your social media information, and use a font I can read! Just a few simple modifications can make a big difference making this marketing moment a strong one!
The Logo
Just as in real estate the saying goes, location, location, location; in marketing it’s all about consistency, consistency, consistency! Designing the perfect logo to build your brand around is a key component to the marketing process. Again, the DIY philosophy needs to take a back seat here. Contract a professional graphic designer who understands branding; the look, the emotions, the context in which your logo will be used. It’s not just a picture. The branding process is one that, if treated with the respect it deserves, will create a strong marketing message about your company, what you want others to feel when they see your brand, and is all a part of your unique brand experience. Once you have this amazing graphic ready to go, be sure to brand all of your marketing consistently! Website, business cards, social media pages, brochures, promotional items should all look, feel and express the same brand for your business. It will allow you to stand out from others in your industry and share to the world a message, emotions and an experience that is only connected to you and your business.
These are three basic starting points that will improve your marketing message right away. Each one of these does take some time to develop. Don’t rush this. Marketing is simply communicating. What does your business introduction communicate about you? What does your business card communicate about you? What does your logo communicate about your brand and your business? Take these tips to heart. No sale happens unless you have done some marketing. And not just marketing some of the time. But taking on the philosophy of ABM. Always Be Marketing!
