In the B2B World, Market Awareness Trumps Sales Skills

sales skillsEarlier in my career, I was VP of marketing for a mid-size software company in the content management space.  There were a couple of very large competitors, who we termed “gorillas” in the marketplace.  The VP of sales used to say something to the effect of: “When we get invited to the dance, we can beat our large competitor, but too often, we don’t get invited because they don’t know who we are.”

In this case, the big companies got the business not because they had better products and services, but because they were better in another respect: name recognition.  The marketplace gorillas got invited because potential prospects knew who they were, and they did not know our company.  Although our sales force was just as talented and experienced, they could only win if they had the opportunity to compete.  A big part of our job was to create enough market awareness to get our products and services onto the consideration list.

Remember that not all sales result from a paid sales lead. Ideally, a fair portion of your revenue occurs because a prospect finds you. In other words, they have market awareness about you.  This doesn’t mean they know exactly what you offer, or why you are better or worse than your competitors, but simply that they know you exist and have a vague notion about what you do.  Sometimes, this is all you need to get that invitation to the dance.

Here are some of the non-paid ways prospects can learn about you:

The Business Value Hierarchy

business value hierarchyA strategic approach to cure underperformance and leapfrog your competition

Protect and enhance your marketplace value by either becoming a top player (perhaps “the” top player) in your value category or better yet, launching yourself into a higher-value and more profitable category.  » Download the Whitepaper

  • Referrals (the best source of all)
  • Press releases
  • Articles
  • Product review sites
  • Cyber mentions
  • Word of mouth
  • Organic web search
  • Industry analysts
  • Community outreach
  • Reputation of your key staff
  • Social media

Don’t overlook the power of the last two items.  The known talent and experience of your staff (especially executives) can be leveraged to drive business.  Similarly, a strong social media initiative can get your name and brand position disseminated to a wide audience.  For example, Fusion Marketing Partners and our clients, have both generated significant revenue (and great new clients) by making ourselves known through free social media sources.

Yes, sales skills are important, as is lead generation, and many other attributes of a finely-tuned marketing and sales operation.  But market awareness is often the factor that decides whether you get a chance at the business.  Get yourself known. Get invited to more dances.  Close more business.

Carpe Occasio

Christopher Ryan
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  • Nick Stamoulis May 22, 2013   Reply →

    As the owner of an SEO firm, name recognition is something I have to point out when it comes time for reporting. At the end of the month, analytics may show a dip in organic traffic, meaning that less users are searching for “x services” or “y product.” However, at the same time, branded search has improved. This means that the company name is becoming more recognized and that people are specifically searching for the company. Just the fact that someone knows your company by name gives you a foot in the door of the sales cycle.

    • Christopher Ryan June 12, 2013   Reply →

      Nick, thanks for the reply. Your comments are spot-on. You need to brand the company as much as the product you sell or the service you perform. We have seen instances where a company does not come up high on a search result when you type in the specific company name. More people searching for your company under its brand name is almost always a good thing.


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