We don’t want to be a test case…!

“We don’t want to be a test case” perhaps this is something which may not be said to your face, however the fact remains that depending on what you say, what impression you give when talking about your business this is exactly what prospective clients may be thinking in the back of their heads.

A lot of businesses talk about how they’re great, how they have potential, how they have big plans, how they are just looking for bigger and better high profile partners to help enable them to move in to the next phase - that they lose sight of the fact they they’re not really connecting with the potential client they’re talking too.

The stark reality is that prospective business clients need to make a quick but firm decision on what actually a local business talking to them can do, not what they’re planning to do, not who they’re planning to do something with……but on what they can actually do at the time of talking to them.

If you take our Connect WM business as an instance, we have so much that’s planned, and there’s so much more than can be done on top of that, and it has (like any business) massive potential - so long as it keeps to the basics and does not get carried away in the early stages, otherwise it’s all a load of hot air and no good to man nor beast.

The fact that our site when checked could be considered as indexing a lot better within search engines results a lot better than other similar industry targeted local West Midlands sites is a good thing, the fact that our site when viewed is considered as belonging to a local authority or is some form of corporate organisation is also a good thing……but that is not what it’s all about…..or is it?

Honesty is the best policy if / when selling your business on the promise of results then you simply have to produce otherwise your business will fail, and a lot quicker that you may have otherwise thought.

With the ease of access to the internet is very easy for a prospective business to be looking at your website or searching online for details, reviews and / or comments about you and your business at the same time you may be talking to them on the phone, therefore what your telling them would ideally have to mirror what your site or social media profile says your business can do.

Saying your anything to do with social media, websites, or anything online wouldn’t really fair well if you do not have regular posts, blogs, articles, or news on your site or social media postings – likewise attention to detail such as having at the bottom of your website an out of date ‘Copyright 2008’ shows a lack of attention to detail.

Even if you’re in manufacturing you still need to shout about what you’ve done - more so, than shouting about what you’re going to do. If you’ve helped to develop and new flywheel, or a more economic compressor then make news of it – manufacturing businesses often forget that the real news is in what they’ve already done, as it shows and proves results on their current experience and knowledge of the service and produces which they trade in.

Many local businesses aim and punch high with their plans, and if all businesses tell prospective clients what they aiming for – it’s not surprising that such prospective clients become a little complacent in thinking  “I’ve heard all this before” or even “We don’t want to be a test case”.

When first talking to new prospective clients / customers – try not to use phrases in your opening sales gambit such as “we’re a new business”, “we’re looking to develop”, “and we’re new but have a wealth of experience” or “we’re working closely with”. Sure you may have to say such things when questioned however these types of answers would be less frowned upon and be more believable if said in response to engaging questions.

As a local business who wishes to trade for the long term you really cannot afford for potential business customers to even think or assume that they don’t want to be a test case for your business, whilst the stark reality may prove to be the case you have to treat them with kid gloves and look out for their best interest, which should result in them being a VALUED CUSTOMER and not a test case.

You may not connect to potential business customers at first, but just like school kids if you see and speak to them often, eventually you’ll shake hands and potentially be the best of business buds.