1. Tell your company’s story.

At the end of the day, you’re not selling services, you’re selling yourselves. People don’t do business with companies - they do business with people, more specifically, people they know and like. The best way to get to know someone is by hearing their story. (Think of your favorite movie, and how well you feel you know the main characters.)


2. Demonstrate your willingness drive to help others.

Now that they know who you ARE, you need to show them what you’re ABOUT. It’s so often overlooked in business, but the best way to make things better for yourself is to make things better for your customers. Heck, that’s why they call what you’re offering services. To show that you truly are in it to help others and not just to benefit yourself, offer helpful, valuable information on your website. Give it away for free.

3. Prove it.

You know that in order to win customers you need to build relationships. And at the core of every solid relationship is trust. Initially, prospective customers are going to trust other people more than they trust you. So give them other people to hear from. One’s you’ve already been able to help.

If there is one thing that we can learn from the Christmas shopping season, it’s that brands are comprised of more than just a logo, a catalog, or the spokesperson that represents the company in commercials.  The next time you are shopping at your favorite store, take the time to notice all the details that add up to your total shopping experience.  The smell of the store, the music that is playing, the texture and color of the walls and floor, the way the merchandise is arranged and displayed.  Most shoppers don’t pay much attention to things like these - at least, they think they don’t. But these are the intangibles that cause a person to consistently choose one store over another.

Even if you are not in the retail industry, ask yourself what details can you change to create a more positive experience for your customers.  What can you do to make them feel more comfortable, more positive and more important?  The better the overall experience you can create from the time a customer enters your business to the time they leave, the more likely they are to come back.

Ask people who interact with your company about their perceptions.

How would they describe it?
What do they think you do?
What do they like about it?
How do you compare to competitors?
Are there things your company could improve?

Then, write down what your business stands for.
This is your value proposition. You need to make it your brand mantra.

Source: Gemini Babla, Director of Creative Services. Sony Electronics