Practical Sales Training™ > How To Lose The Sale> Big Brand Problem
What is it?
If you work with well known brands it can be a blessing and a curse. Promoting brand names for large brands can actually serve as a deterrent.
Why does it work?
It works to deter people because buyers can only work with the information you give them. They may presume that you ONLY work with large clients and decide that they aren’t big enough or the right “type” of buyer for our company.
How can you use it?
There are a couple of ways to deal with this, but its all about eradicating the assumptions and unknowns.
- Talk about the scope of your offering (from smallest to biggest)
- Be CLEAR on the bare minimum that you do/offer
- Highlight the types of buyer you work with.
- Showcase all sorts of examples and segment them.
Hypothetical Example:
A video production company proudly showcases its work for global brands like Nike, Coca-Cola, and Apple on its homepage. While this builds credibility, many smaller businesses visit the site and immediately think:
“We’re just a local coffee shop with a small budget – there’s no way they’d work with us.”
As a result, these smaller but perfectly suitable clients never even inquire.
To counter this, the company adds messaging like:
“From local startups to global icons, we create video content for every stage of growth – whether it’s a £500 social ad or a £50,000 brand film.”
This clarifies the scope of their offering and reassures smaller buyers that they’re welcome too.
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