Image can make or break a business. Just imagine Tiger Woods then and now. He’s a big brand, one of the best (if not THE BEST) in golf. But back then, he was marketed as this never-do-wrong nice guy, one you’d be happy to root for even when you don’t really follow the sport. When reality stepped forward, it was a mess. His PR staff members are still picking up the pieces. This brings us to how important the presented image is for VoIP businesses. You’d want your presented image to be as close to the real one, as much as possible, especially in the still volatile VoIP industry.
VoIP businesses walk a tightrope when it comes to image. Telephone companies have traditionally been regarded as detached and impersonal, while many VoIP businesses come off as nothing different. “Just like my old phone company!” some would say. Now, coming off as such may be alright but, people need convincing when it comes to switching to digital, there’s room for some personal touch – but not too much. The danger with too much personal approach when it comes to the image of VoIP businesses is that this can veer towards appealing to a person’s emotions. Some marketers have packaged their branded reseller VoIP company as the “well-meaning” and “nicer” company. This isn’t a good idea.
Why the Well-Meaning Branded Reseller VoIP Schtick Will Not Work For Long
Everyone has a soft spot for a “nice” guy – or, in this case, a “nice” branded reseller VoIP company. The problem is that this can only last for so long. Soon enough, you and your customers will need to deal with what’s really important, that is; your service quality; your real image; and the other cornerstones for VoIP businesses. A promise of better service is a good thing as long as you can live up to that promise. Even so, you need to sell this promise with the right perspective.
If you promise better service and only do so using appeals to the emotion, the consumer’s decision is tacked on that emotion. When things change – perhaps he/she talks to a representative and gets irritated – emotions change. The better approach is to promise better service while convincing the customer that your branded reseller VoIP is the smart and practical choice. Now, once you’ve done that, all you need to do is follow through on that promise. You may not play nice all the time with this customer but you are likely to keep their business.
Other Cornerstones for VoIP Businesses
Of course, your presented image isn’t the only thing that matters when it comes to building VoIP businesses.