Let’s talk about a common misconception that many businesses have: the idea that, because they’ve been in the market for several years, everyone in town knows them; therefore, they don’t need to market themselves. It’s not only a common misconception that business owners have, it’s also a common objection that salespeople have to deal with.
“Everyone already knows me, I don’t need lead generation services. My dad started this business 50 years ago, we have the biggest billboard in town, and I don’t need to market myself.”
We’re here to debunk this theory and tell you why every company needs lead generation, regardless of how well known they are in their market. If more businesses realized how crazy this misconception is, they’d be able to grow their customer base even more.
Here are four reasons why you should always be focused on marketing your business.
1. Competitors Will Eventually Catch Up
So, you’ve been the best company in town for years and everyone knows it? Doesn’t matter. If you’re not going out there and talking to prospects, someone else will. If you’re a company that doesn’t think it’s important to market yourself, there are at least 10 businesses out there who would LOVE to be your competitor. And eventually, someone is going to act on that.
Even if you think you’re the best business in town, your competitors can still be one step ahead of you if they’re making an effort to speak with prospects. Let’s say, for example, you’re the best and most well known commercial cleaning company in town. Your competitor who is looking for commercial cleaning leads may not be as well known, but they’re calling on prospects.
Why does B2B appointment setting put a smaller, lesser-known company at an advantage against a large, well-established company? Two big reasons: urgency and top-of-mind awareness. That smaller commercial cleaning company that you aren’t worried about is out there speaking with prospects TODAY. They’re learning about people’s needs and getting the conversation started. Decision-makers are busy. When they have an urgent need, who are they going to call? The guy who is “well known in town,” or the guy who was just talking to him about a partnership? Creating top-of-mind awareness and learning about what buyer’s needs are right now is so important, no matter how established you are.
Wouldn’t it be annoying to know that your competitors are making phone calls to people in your market every day? Meanwhile, you’re sitting around feeling comfortable because “everyone knows who you are.”
Don’t sit back and get too comfortable while your competitors are out there marketing themselves. You’ll miss out on opportunities.
2. You Need to Know Your Prospects Just Like They Need to Know You
Sure, prospects may know who you are, but what do you know about their business? If you’re not focused on B2B appointment setting, you have no idea what is happening at a potential customer’s business at any given time. You have zero insight into what their needs are, what their buying cycle is, etc. If you know nothing about a business that could potentially be a huge client for you, you’re not thinking ahead.
There are numerous prospects out there who are sitting on a need that is exactly what you do; if you realize this and take action, your sales year could be amazing. It’s just as important for you to know about your prospects as it is for them to know about you. Learning about every single prospect in your market may seem impossible, but this is exactly what B2B appointment setting does; builds you a sustainable, healthy sales pipeline that generates consistent, high-quality opportunities. If you’re not learning about the people in your market, you’ll be waiting around to sell. A B2B appointment setting program helps you cleanse, nurture qualified leads, and schedule appointments.
3. ‘Everyone Knows Us’ Is NOT a Growth Plan
Most businesses want to grow, that’s a fact. If you’re an executive at a company and you’re sitting in a room with your team saying “we’re going to grow in 2021,” that means nothing. That’s not a growth plan. How can you possibly grow your business on this? You can’t just bet on the fact that you’re going to grow, even if that’s what you’ve been doing for years. You can’t count on anything. It’s a reactive approach at best. Maybe you rely on referrals. How many can you count on getting next year? One, 10, 20? There’s no consistency or predictability.
This is why B2B appointment setting is so important. A healthy sales pipeline = predictable revenue for your business. Consistently filling your pipeline with qualified leads, building relationships with those leads, and scheduling appointments allow you to set attainable goals and work on achieving them throughout the year as a team.
4. What Do Prospects Know About You Besides Your Name?
Okay; everyone knows you—but what do they know? Do they know that you have a new product or service available? It may be time for people to be re-introduced to what you do or to learn about new products/services you’re offering. Plus, being well known doesn’t make you the #1 choice in your market.
For example, think of the hypothetical commercial cleaning company that we mentioned earlier. They don’t feel the need to market themselves because they’re so well known. But, what if you’re offering a new service? Do you really think everyone is going to hear about it just because you updated your website? No. You need to be out there talking with prospects, sharing your new offerings. Otherwise, commercial cleaning company XYZ is going to be out there sharing how they offer a great new COVID-19 office re-entry cleaning service. Then, they’ll win more market share, not you.
Think You Don’t Need to Market Yourself Because You’re Well Known? Think Again
The idea that you don’t need to market yourself or don’t need B2B lead generation just because you’re well known is completely ridiculous. Everyone needs to market themselves in some way to stay ahead of their competitors and gain market share.
At Abstrakt Marketing Group, we use a variety of lead generation tactics to help you become the #1 choice in your market and keep you in that spot. We never stop helping you grow, because we know there’s always going to be someone with a need for what you offer. Interested in B2B lead generation services? Contact us today to learn more.
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