Revenue and profitability, of course, are the primary
When you strip away the assets of your company, either inventory or intellectual capital, all you really have left is your reputation. Customers and clients buy your products and services because of your reputation, i.e. your ability to either create a solution for your customers or lead them to one. So if perception is reality, or if at least it has something to do with it, business
— Conducting surveys that will interest your customers and ideally present new and valuable information to them.
— Writing letters to the editors of trade publications and periodicals that your target customers read (and don’t forget on-line publications).
— Preparing and publishing “White Papers” that research and analyze important topics for your target customers – keeping your writing objective fact-filled and devoid of any marketing hype.
— Joining a business association that clearly adds value for its constituents and taking on a leadership role, e.g. association officer, director or committee chair.
Reputation is about demonstrating leadership, creativity and results in your market niche and these tactics will help you do so. They also help position you and your company as “experts.”
— Offer a product or service to a new target market for free or at a significant discount.
— Offer a scaled down product or service to your target customers pro bono.
— Create a new distribution channel. For example, convert a training seminar to a book or perhaps convert a book to a training seminar.
Keep in mind that expertise is about quality and creating more value. A little creativity and a willingness to try something new can go a long way!
— Attending seminars and workshops.
— Enrolling in college courses (anything you like).
— Reading at least one non-fiction book per month.
— Joining mastermind groups.
— Joining collaborative strategy groups.
Again, there are numerous opportunities to grow perspective. Just be sure to choose carefully and be willing to contribute in order to receive.
Growing your reputation, expertise and perspective will.