Do you often wonder why some companies get business without actually doing sales? This happens quite often when the company name is known. If you are looking to buy a special coffee and you have heard about a company such as “Starbucks", the name is familiar and you may go there instead of Joe's Place. It is not because they have a superior product, it is because you recognize the name and know they will serve what you want. This is a form of branding. We will talk about branding later in the book. What is happening here is that the name makes it easy for you to make a choice and the products are generally good. You know you are unlikely to be disappointed with your purchase.
We all go to familiar names and find it difficult to switch. When you are choosing your company name, make sure that it is one that will be remembered. It should be remembered for service, quality and satisfied customers. A new company name takes time and money to establish. You will not likely compete with the “big names" but you will certainly be able to get your name known. Getting known will take time and it involves creating business relationships. You will need to network and put together a public relations and marketing campaign. If you want to learn more about Marketing and Public Relations, read some of the Guerrilla series of business books, they are an excellent source of inexpensive and down to earth techniques. They have also done a great job in getting their name recognized.
If your name does not reflect what you do, then you will have to work harder at teaching others what it is you do. You will also need to put in an effort to make sure the training sticks by keeping in touch with those that will buy from you.
Bette Daoust, Ph. D. is a speaker, author (over 170 books, articles, and publications), and consultant. She has provided marketing, sales, business development and training expertise for companies such as Peet's Coffee & Tea, Varian Medical Systems, Accenture, Avaya, Cisco Systems to name a few. Dr. Daoust has also done extensive work with small businesses in developing their marketing, training, and operational plans. You may contact Dr. Daoust at http://BizMechanix.com . You may also view her latest publications at http://BlueprintBooks.com . Dr. Daoust also writes for the National Networker http://theNationalNetworker.com .