What do your leads know about you?

Reputation is whatever comes to mind when your potential buyers see your company name, logo or product. Reputation is earned or lost based on cumulative impressions. This means that if you're not an "IBM," you can get around this by ensuring each interaction you have with your leads leaves a memorable lasting impression.

One of the best trusted methods of evaluating vendors is asking peers and colleagues. By ensuring your impressions left will each potential buyer and customer is a good one, chances are your reputation can be elevated through those conversations. Consistency is critical for the Reputation Catch Factor.

The better a prospect’s gut response to your brand, and the perceived “fit” between your company and theirs, the higher the odds of catching their attention. In deteriming this perceived "fit," the buyer will likely turn to customer stories and testimonials from companies like theirs, or companies dealing with similar problems, challenges or opportunities.

Reputation in the potential buyer's mind is also based on the tone, style and presentation of your information. They will make an evaluation that affects your Reputation standing with them based on their perceptions about who your company is and whether that represents someone they want to partner with to achieve an important outcome.

Awards and accolades for your products, executives and company are nice, but in Catch Factor terms, the personal relationship you've established with a potential buyer will carry a lot of weight. After all, they're putting a lot on the line with their choice of vendor.