Before I tell you how to do it, you need to know why you need do it. As a general rule, prospects have more confi dence in bigger companies. At a subconscious level, a larger company automatically indicates a successful company. After all, anyone can start a business by themselves at a snap of their fi ngers. But growing a company to dozens of employees, or larger, must mean you are doing something right. It creates a subconscious shortcut for your prospects. Bigger translates to a safer choice. Here’s how to look bigger:
Market To One Niche – A laser focus on one niche market affords you the time to appear at all the industry events, even if your entire corporate team is just you. By concentrating all your efforts on one industry niche, you will frequently meet the same people. The more often they see you, the more likely they are to conclude that “you are everywhere.” To those select people, your business is bigger.
One Web Site, Multiple Physical Addresses – Instead of listing one mailing address on your site, considering listing multiple physical addresses. I used this method with one of my companies and listed 10 mailing addresses in major cities throughout the country. Each address was a corporate offi ce where one of my friends worked. While I never received mail at these locations, I did land a major client this way. They told me that a company with so many locations clearly “knew what they were doing” and decided to call us without considering our “tiny” competitors.
An 800 Number With A Professional Voice System – No one cares about saving money by calling toll-free numbers anymore, but an 800, 888, or 877 number implies an established business. Back your 800 number with a professional voice mail system (not an answering machine), where people can navigate the phone system to get hold of you. Also, don’t use a single-digit extension, instead use a system that allows three– or four-digit extensions.
No Titles On Business Cards—When your entire corporate team is just you, you have to wear multiple hats. Walking in to a client to do the service work with a card that says “President” may not convey the message of size or depth you want to. Sometimes the title “President” is exactly what you want. Other times “Technician,” “Sale Rep,” “Controller”, or dozens of other titles will serve you better. When you don’t have a title on your card, you can introduce yourself any way you like. Perfect for being bigger.
Professional Web Site—This should be a no-brainer for any size company. If you want to put on a good impression that conveys confi dence, it is mandatory that you have a professional, functional site. This is particularly important if you are small. A professional site will give your prospects more confi dence, and by default make you look a little bigger (or at least more accomplished) than you would otherwise.
Corporate Mailing Address – A home address listed as your offi ce address assures that customers will see you as small. Even if you are managing hundreds of employees from your home offi ce, a home address makes you look tiny. Set up a corporate address through an offi ce-space-sharing program, or through a friend who will allow you to use their corporate offi ce for your mailing address.
Bigger businesses naturally attract prospects more easily. Bigger businesses naturally scare away the competition a little more easily. Nature has proved it works over and over again. Now you can do it too. Guess what? Size does matter.
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