Imagine that your business is a car driving down the freeway and the driver in front of you suddenly jams on the brakes. Within a few seconds you come to a complete stop. Ahead of you is a major "cash flow" traffic jam. You feel stuck as you slowly inch along. When the fuel light turns on, you can only hope to reach the next exit in time.

On the side of the road you notice a curious billboard that asks this question: Where do sales come from? It occurs to you that finding the answer might help accelerate your business growth and get it back on the road with a full tank of gas. Just in time, you coast down the exit ramp and pull into a service station. You begin fueling, thinking about what the answer to this curious question could be. Sales come from marketing, right? Or, do they come from the Brand? The website? Advertising and PR? Client referrals? Is it a combination of all these things? What could it be? Just when you start the engine, it comes to you: relationships!

Yes, it is that simple. Sales come from relationships. Sales people close deals every day by connecting with buyers and their needs with the right benefits, features, prices and value. Customers instinctively seek trust in the brands they choose. Successful businesses sell by creating a meaningful connection between their brand (products/services) and their market. Your company competes for market share as it navigates the road ahead. Many stall out or take a wrong turn. In a fast-paced world, getting stuck in traffic is the norm. However, 3 simple principles will insure that you stay ahead in the passing lane.

1: Brand: Be Real.
Your brand is a direct reflection of your business. It is expressed verbally, visually and emotionally in everything you do. Your reputation depends on how your customers think and feel about your brand. Like a person, it has its own character. The more you demonstrate your true value as a company, the more you will build trust and loyalty with your customers. A healthy brand is easy to relate to and relevant to your market. Over inflating your brand or following "me-too" trends will likely distort your identity. Authenticity is core to successful brand / customer relationships. Just be yourself.

2: Market: Make Connections.
Capture market share over time by caring for your existing/former customers, employees, partners and vendors first. These connections will likely help you attract new customers. Consistent on-going communication keeps your brand top of mind. When you are prospecting new customers, or building your network, focus on the long-term relationship, instead of the short-term sale. Make connections.

3: Sell: Listen First.
A well scripted "pitch" with a great offer is good. A salesperson that really listens to the customer is better. If you tell a prospect too much about the many features, benefits and unique selling points, there is no room left to relate your product or service to his or her unique wants and needs. Creating a space for the customer to connect to what you are selling in their own time goes a long way. Try asking thought-provoking questions that educate and engage the prospect. Then truly listen. The more they talk the more sales you will close.

At each phase of business growth, it never hurts to look underneath the hood of your sales engine (brand/marketing). Move forward and drive with care.

Welcome: Mia (Office Manager) and Dan (Copywriter)

Mia Vo, Office Manager
Eben Design is proud to welcome Mia Vo as a new member of the team. Mia has more than three years experience with effectively managing an office, overseeing operations, and customer relationship management. From her time with Voltaire as an office manager, she brings forth a keen understanding of business to business relationships. Currently, she is working toward completing an English degree at the University of Washington.

Dan Walker, Copywriter
Eben Design recently enlisted Dan's talents to help refine and communicate our clients' voices and values to their target audiences. Dan's experience includes freelance copywriting and editing as well as running a successful resume writing business, which has given him an exceptional grasp of the inner workings, culture and terminology of nearly every type of industry. A native of Pennsylvania, Dan received a BA in English with a minor in Journalism from Lehigh University.