Communicate your strengths

In today's market all businesses must play to their strengths. However, too often companies are placed in a box where they are labeled or categorized according to a customer or marketplace perception. These narrow definitions are typically not representative of the company as a whole and can limit sales growth. Misconceptions create a view of the company that can be entirely inaccurate and can have other negative effects. For this reason it is important to maintain an active voice to communicate all of the capabilities, specialties and advantages the business has to offer. It takes conscious and continuing effort to educate clients about all the expertise and resources available to them when working with any one organization. We regularly face this same challenge at The Advance Group. In today's turbulent economy, businesses must take advantage of every opportunity they have to communicate with clients, referral sources and prospects. These interactions can happen in an instant. Some communications may seem insignificant, but the perception an individual takes away from even a brief encounter is important. Because these exchanges can be short-lived, it is important that a client or prospect understand at least the mission and core services of the company. It is most ideal if an organization can quickly and effectively communicate who they are, what they do and where they can be found in all communications. This, combined with a continuing focus on communicating all the benefits of working with the organization, will help enhance perceptions and increase awareness of all services offered. T. James Molloy is the president and CEO of The Advance Group, New York, N.Y.