When we evaluate a new prospective client for our marketing system, one of the very first things we look at is their company name. And, many are decreasing their potential results before they even get started. To illustrate my point, consider a few questions:
- Do you like discussing insurance?
- Do you like talking about healthcare?
- Do you think most brokers who sell insurance are operating in your best interest?
Now that we have agreed that the answer to all of these is NO, consider this question:
- How do you define what you do?
We are in the business of advising CFO’s as to how they can gain transparency, control and predictability over one of their largest expenses. So, we branded our agency PCS Advisers. In fact, when we are actively marketing to prospects, we shorten it to PCS… A name that means nothing without explanation.
While this may seem like semantics, I can tell you (because we track everything) that it has a radical difference on the results we get when we actively market to prospects. When the company name includes any words that trigger negative feelings, results are cut in half (insurance, agency, benefits). Even the weak gate keepers know that their boss does not want to discuss insurance.
Is it time to increase your results?