Farquharson/Tedesco on Business Development: Summer Course About Branding
In branding, perception is reality. Your customers make buying decisions based on what they think of your brand, not what you think of it. In some cases, how customers perceive your brand may be holding them back from doing more business with you. How do you change the way they think?
Start by finding out exactly what they do think. Identify a representative cross-section of customers and have them do the brand attributes exercise we mentioned earlier, describing the three words or phrases they most strongly associate with your company. Have them do the same for your key competitors.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at bill@salesvault.pro or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.
Very much alive and now officially an industry curmudgeon, strategic growth expert T. J. Tedesco can be reached at tj@tjtedesco.com or 301-404-2244.
