By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
Have you given contractors clarity and conviction as to who you are? Sometimes manufacturers focus all their efforts on products and not enough time on developing their value proposition. Others take for granted that everyone knows who we are and what we do.
I recently read an article by James O’Gara from On Message about creating clarity and conviction in the minds of your customers that got me thinking about a possible disconnect on messaging through the buying process. James points out that the message has to be consistent before, during and after the sale. Customers or potential customers can’t have one message when they are investigating a solution, only to find out once they start the buying process, the culture and messaging has changed.
Your story needs to capture not only your purpose and vision but your positioning statement, the value you deliver and what sets you apart from the competition. The bottom line is, your story can’t change from one phase to another. You need to be consistent and authentic!