It’s surprising that a lot of business owners have never had proper branding done for their businesses. Starting with their company name. Many simply name their companies after themselves (ex. John’s Accounting Service, THM Enterprises, etc.) or just a name that they pull out of the air. What’s in a name? A rose by any other name would smell just as sweet. Right?…Wrong! Not if we called it a stinkweed! 

Your company name is everything. It’s a crucial part of your marketing and your brand. At the mere mention of your business’s name, clients and prospective clients should experience an emotional reaction. Your business name serves as an emotional anchor for your brand. So it should not be taken lightly. It’s ideal if your company name tells people what you do. Unlike the home improvement company that we came across named XRM Technologies. They actually install gutters, windows and vinyl siding believe it or not. 

So how do you come up with the right name for your company? For our clients, we use an exercise that we call the ‘name game’. Here’s how you “play it”. On a piece of paper, draw a line down the middle of the page, dividing the page into two columns. On the left side of the page, write down all of the problems or “pain points” that your prospect feels. I mean everything (ex. They have bad credit, can’t get credit cards, can’t get loans, have to pay higher interest rates, can’t get a mortgage or car loan, have to pay cash for everything, are embarrassed by their bad credit, etc.). Be very thorough and leave nothing out. 

Next, on the right side of the page, write all of the solutions to the problems and “pain points”. For example: problem – they have bad credit; solution– raise their credit score to a good score; problem – they are embarrassed by their bad credit; solution – instill in them a sense of pride from having an improved credit score. After you finish listing all of the solutions to the problems, look at all of your solution words and phrases and then piece them together to come up different names for your business. 

So, a real estate management company could be ‘Worry Free Property Management”. A florist could be ‘Last Minute Florists’. A dentist could be ‘Your Beautiful Smile Dental’. An insurance agency could be ‘Peace Of Mind Financial Services’. A fitness center could be “New You Fitness’. A green janitorial company could be ‘Clean, Quick & Green Janitorial’. A home improvement company could be ‘24 Hour Windows & Doors’. You get the idea. From your list, choose 6 – 10 of your best choices. Write them down on a piece of paper in column formation. 

Lastly, you want to do some surveys. Go to the local mall, bookstore or whatever place your industry prospects gather (the business district at lunchtime, supermarkets, seminars, hardware stores, hospitals, etc.) and get their input on your name selections. Perform at least 10 – 20 surveys. Tell them what you want your prospective customers to feel and think when they hear your company name (ex. trust your company, be relaxed, be excited, laugh, want to make money, become hungry, want to eat healthily, etc.). Ask them to listen to your choices and rank them each from 1 to 10 (1 being the worst and 10 being the best). Lastly, ask them if they didn’t like your name selections, are there any names that they’d recommend. This is powerful because your actual market tells you the name that appeals to them the most. 

The outcome of the ‘name game’ is a business name that appeals directly to your market. You effectively eliminate the possibility of having a non-compelling name that simply sounds catchy or flashy. Instead, you get a name that when your prospective and existing clients speak it, it instantly solves their problems.

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Many of our clients have been able to build their businesses successfully as a direct result of outsourcing. One of the most common jobs that they outsource is appointment setting. If your company does any type of outside sales (and most do) having an outsourced telemarketing department is ideal. Think about it, if you tried to hire telemarketers in house, you have to set up office space, get office furniture, get special phone lines installed, get computers, etc. You even have to either manage them yourself or hire someone else to make sure that they’re showing up on time, working their agreed upon shift, calling properly, reading the scripts properly and performing the way that you want them to. 

Yet when you outsource your appointment setting, all you do is have your sales force (or yourself) show up to prescheduled appointments and write up deals. That’s it! No trouble no hassle no headaches. All of this for an employee that costs around $5 per hour.

As a small business owner, you can also use virtual assistants to contact your existing clients and cross sell them on additional products and services (a very successful and profitable strategy). In addition, they can serve as an answering service when you’re out of the office, handle your billing / payments & collections, perform accounting and bookkeeping and more. Some mortgage companies use outsourced workers to call homeowners and sell them mortgages over the phone.

Realtors use virtual assistants to help them run their offices. Their reps help them prepare documents, upload listings, answer phones, do internet marketing, send out client newsletters and more. Other businesses have outsourced reps handling some of their marketing functions. These include internet marketing. There are over 50,000 free classified ad sites on the internet other than Craigslist. Some business owners have their outsourced marketing reps posting ads on these sites each month. They also design their print and internet ads, launch their direct mail campaigns, fulfill information request orders, perform E-blasts, perform “Live Chat” for their website, perform search engine optimization, blogging, writing and posting articles online, updating their website monthly, and much more. Some accounting companies even have outsourced reps doing their clients bookkeeping (unbeknownst to their clients). Other companies have outsourced reps doing actual sales entirely over the phone and internet.

So as you can see, there are a tremendous amount of ways that you as a small business owner can benefit from outsourcing. The ways we mention above are just a few examples yet the possibilities are endless.

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