The Only Brand that Matters
There is an old saying that goes something like, “I don’t care what they call me…as long as they call me.”
When you are selling products, services, information and or technology solutions to banks or other financial institutions, the point is to make it easy for someone to buy. That means they have to know who to call. Bankers buy from people and companies – they don’t buy products.
What? That’s right, bankers select vendors, not products. According to my friends at Financial Insights, most bankers see technology as a commodity. So the major difference between product A and product B are the companies behind them. Vendors have to show they are capable, well-run businesses with staying power.
From a practical standpoint that translates into focusing your money and effort in promoting the company and capabilities – the company brand, not products, is the only brand that matters.
When you are selling products, services, information and or technology solutions to banks or other financial institutions, the point is to make it easy for someone to buy. That means they have to know who to call. Bankers buy from people and companies – they don’t buy products.
What? That’s right, bankers select vendors, not products. According to my friends at Financial Insights, most bankers see technology as a commodity. So the major difference between product A and product B are the companies behind them. Vendors have to show they are capable, well-run businesses with staying power.
From a practical standpoint that translates into focusing your money and effort in promoting the company and capabilities – the company brand, not products, is the only brand that matters.
Comments