How You Show Up Matters
How you show up matters. I’m not referring to your pantsuit or penny loafers, but your brand. Whatever you put out there, people will judge. Even if a potential customer isn’t aware of it, they’re taking it all in - your website, social media, copy, collateral, your use of crappy stock photography (or lack thereof). When making a decision on which broker to use, this is the first thing they see. What do they see when they look at your firm? 🪞
I love looking at what other brokers are doing, it’s a great way to learn. Sadly, the bar is set low, but It doesn’t take much to knock it out of the park when it comes to your brand and marketing. Why do so few firms put the effort in? Most business brokers are tasked to do ALL THE THINGS whether or not they are qualified to do so. Unlike a proper sales organization that has people and processes in place, brokers are often responsible for the entire sales cycle from prospecting, qualifying, marketing, selling, client communication and organizing the closing. I’ve been there, and it’s a lot. 🤯Too often the creative element of business gets a back seat, but I argue that creative should sit front and center.
We aren’t selling mattresses, we’re selling livelihoods and dreams, which are priceless. Our brands should reflect the value of what we’re selling.
Not too long ago I was given an OM for an automotive company by one of the city's top producing firms. It was a black and white printout that put me to sleep. There was no story, colors, pictures or graphics. It read like a technical manual from 1994. A buyer has to visualize themselves in the business and fall in love. The same business presented a different way could have generated better results by increasing the credibility of the business and generating more interest and offers. I haven’t scientifically proven this, but I think it’s been proven in other industries for me. Check out this fun article all about iconic companies that used design to create different outcomes.
This concept is central to my approach. What you put out should turn heads and open checkbooks. If your collateral isn’t doing that, it’s time for a refresh. If you aren’t proud of what you put out - change it. There are an infinite number of resources out there these days to help you along, here are three:
Canva for easy-to-execute and edit templates, stock images, and presentations ($)
Upwork for web, design and admin/sales support ($-$$)
Hire yourself a fancy agency. However, I’ve worked with a dozen and none have grasped what business brokers do. ($$$)
I’m always here if you need me to point you in the right direction.
And if you’re out there trying to find the right broker to sell your business, how they show up matters. It will become a reflection of the value and credibility of your business which you worked so hard to build - don’t let a knucklehead broker cheapen that.
