What’s Your Story? First Impressions are Important

Randy Blanchard

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On August 26th In ADI Corporate Messages, Audio/Video
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As Business Development Manager for residential AV at ADI I have the pleasure of meeting many ADI customers. One of the first things I ask a dealer is to give me the commercial on their company. In other words, what’s your story?

They say first impressions count the most and you never get a second chance to make a good first impression.  Your story, or commercial, needs to be that first impression.

When I meet people for the first time I’m usually asked “what do you do for ADI?” I have a prepared answered, “I help the marketing team select AV products for ADI to carry and then I help our sales team sell those products.” Of course I can go into a much more detailed explanation but in 30 seconds that covers it.

I am amazed at how many dealers, even very successful ones, cannot give me a commercial on their business.  Sometimes I hear “we are a dealer for this line or that line” or “we are a home theater or a home automation dealer.”  If your customer calls several companies looking for the right one, how many times do you think they will hear the same thing? So you have to ask yourself, “how do I set myself apart from the competition, how am I truly unique?”

My suggestion would be to ask your existing/past client base. Call  half a dozen or so customers and ask them why they chose you, and start to build your commercial around that. Some customers may tell you that it’s because you carry this line or that line of product, and that’s OK. As you dig deeper, I suspect you will start to hear some similar stories, some stories you probably weren’t even thinking about. Of course, while your customer is hopefully saying nice things about you, it would be a great opportunity to ask if they have any friends or acquaintances that are in need of your services. Also, be sure to ask for permission to use their comments on your website or in other marketing materials.

Finally, talk to your team. Ask them what they think separates them from the competition. You may learn that they are either smarter than you or they need help telling your story too.

So I ask you again, what’s your story? If you can’t tell your story in 1 to 3 minutes and make it unique and interesting, I encourage you to start working on it right away before your competitors beat you to it.

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