A well established brand makes new clients feel like they are in safe hands while existing clients are excited to refer peers to their latest great find. Branding is an important part of growing a business, many companies attempt to go about it without a plan. Don’t be the telecom industry’s best kept secret.
Know what makes you different
Why should clients choose you over another telecom agent? If you don’t know, you better find out before a potential client asks. Consider your target market, your company values, and what you want your brand to mean to clients. Review your SWOT (strengths, weaknesses, opportunities, and threats) analysis. Take note of compliments you have received from clients. What stands out?
Have a consistent message, no matter what the media
Consistency is key. Once you know what makes you distinct from competitors, make sure it is represented in everything you do – from your advertising campaign down to your daily interactions. This includes your web site, email signature, the articles you publish, conversations with clients – everything. If your advertising claims you have top customer service, but clients are left disappointed, your brand will never succeed. Focus on what you do well and emphasize that.
Be a consultant, not a salesman
In Telecom, success is determined by repeat business. To develop relationships, become a problem solver for your clients – a consultant rather than a salesman. Once they realize you’re interested in their success rather than meeting quotas, they’ll value your suggestions and recommend your services to others.
Present yourself as an expert
Represent the technology you sell. Many providers offer demo accounts to their channel partners at a discount or, if you ask nicely enough, for free. That way, when someone calls your company for recommendations on phone services, you’re using high definition voice rather than cutting out.
Don’t forget to schedule time for social media. Join telecom-related forums on LinkedIn and share your opinions on your peers’ posts. Answer telecom questions on your Facebook. Write about client issues in your blog. Make it obvious that you’re offering your expertise at no cost.
Keep them coming back
Does your web site serve as merely a billboard or as a valuable resource? Keep visitors coming back by offering them things like white papers, case studies, and testimonials. Adding a blog or forum to your site allows your clients to stay informed and creates an interactive aspect. If you don’t have a blog, add an RSS feed to your page or at least keep your press releases current.
It will take time to create a recognized brand, but if you are strategic, you can avoid wasted time, mixed messages, and confused clients. Any tips you would like to share? Leave them in the comments below.