Why Market Awareness Often Trumps Sales Skills
My friend and client, Richard Hoffmann, just published a really great white paper on behalf of his company, Trade Only Design Library (www.TODL.com). The purpose of the paper was to tell manufacturers how to grow their market awareness among the architecture and professional design community. I was intrigued by the first two paragraphs of the paper:
Have you ever heard your VP of Sales say something to the effect of, “When we get invited to the dance, we can beat our competitors, but too often, we just don’t get invited because our prospects don’t know who we are”?
It can be frustrating when other manufacturers get the business not because they have better products, but because they were only better in another respect: name recognition. The marketplace leaders get invited because potential prospects know who they are, but they did not know your company, let alone the quality or suitability of your products. Even if your sales force is just as talented, you can only win if you have the opportunity to compete. So the first order of business when it comes to building a strong sales channel is to create enough market awareness to get your products onto the consideration list – to get invited to the dance!Read More›