Which competitors have customers you want? If you don’t know, go to their websites and look at client lists, case studies and testimonials.

Prospects who know of your business and instead choose a competitor perceive your competitor to be superior to you in one or more qualities they care about. In reality, your business may not be inferior in these qualities. But truth doesn’t matter. People base decisions on what they perceive to be true.

How did prospects who went elsewhere form their perceptions about your business? The same way you form perceptions about every business you encounter directly, indirectly or virtually. The prospect saw, heard, read or felt something, and that experience made an impression – and formed a customer perception.

We can hear you sputtering. “But, but, but they never even talked to us! We never had a chance!” Au contraire! If the prospect knew of your company, you had at least one chance — more likely multiple chances. Think of all the ways a prospect can have an experience with your business:

  • Direct experiences — an email from an employee, a call from an employee, a conversation with an employee at a networking event, a visit to the company’s office, attendance at a company event, participation in a company webinar
  • Indirect experiences — website visit, advertisement, marketing collateral, event sponsorship, article about company, article by employee, comments by a customer, comments by a competitor, third-party reviews or rankings
  • Social media experiences — LinkedIn company page, LinkedIn employee pages, company tweets, employee tweets, company blog, employee blog, company Facebook page, employee Facebook page

Does each of those experiences clearly convey to your prospects the qualities for which your business wants to be known? It’s worth doing some discovery work to find out. You can change the perceptions that prospects have about your business. But the only way to do that is to change the experiences they have when they encounter your company.

Have a marketing challenge? Call Kim Landry at 484-829-0021 or email [email protected].

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