YOU'RE JUDGED BY THE COMPANY YOU KEEP
I bet your parents told you this when you were a teenager. Wise words then and they ring true today in our personal and professional lives.
It's amazing how much advertising is thrust upon us each day. Billboards, magazines, the sides of buses, it's everywhere. Each and every one proclaiming we're the best. But how do buyers evaluate and decide? Mostly, they decide by the company you keep.
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Whether a provider of medical services or medical equipment, saying you're the best isn't enough. Customers do two things when making a decision to buy. They evaluate what you offer and with whom you associate. Unfortunately, they don't spend a lot of time doing either.
With just a few seconds available, how do you get your foot in the door so you can tell the rest of the story? Almost everyone has been job hunting at some time in their career. We all know the elevator speech is critical to getting to the next discussion. That 15-second statement of what you do and what you're seeking is crucial to success. Your business is the same. Everything you publish must contain your elevator speech.
Once you tell them what you can offer, tell them about the company you keep. These associations help to separate you from the pack. There are many possible affiliations. Which ones are best for you? For most businesses there are three categories; Business (recognition by your peers), Professional (your community standing) and Technical (demonstrating you have the right stuff).
This month in DOTMed Business News you'll find the DOTMed 100. Membership in this group is limited to those chosen by their peers to be the best, a good example of a Business category. If you're recognized by a group for the services or equipment you offer, this is a good Professional category. When you're a member in good standing of a policy setting group, like NEMA, for example, you have a strong Technical category reference. The right affiliations can work in your favor to elevate you above the advertising din.
It's difficult to pick the right associations and affiliations. Most companies make ego driven choices. When making your choices, consider how your decision will influence your customer's decision to include your company in their selection process.
As the genie in the bottle said, "You have three wishes only, choose wisely."