Client Message And Your Message Collision
When selling services to other companies, you need to re-consider your key website messages.
Recently I came across a »corner case« of web site design. Two clients were providing services to other businesses (B2B), but in entirely different industries. Both struggled to create websites and key clients gave negative indications. The problem and the solution for both was the same….
Let’s imagine a simple outsourcing relationship to better understand the problem. Outsourcing is likely to be promoted based on a critical knowledge, price, location, language, or other advantage that the supplier (“SmallCorp”) has over their client’s (“BigCorp”) internal resources. However, BigCorp is selling to their customer’s with a message that they are uniquely qualified to solve a specific problem. The SmallCorp’s message, if ever exposed, is completely incompatible with their cleint (BigCorp’s) message. In an age where nearly anyone is potentially exposed to end customer-facing communications, it is high risk that an outsourced person could expose his name to an end client. Once exposed, social networks (linkedin, facebook,etc) quickly expose SmallCorp – including which company this person works for and what “priorities” his company has. The result—client message collision.
The solution, is to… Read more…