Issue #113

Visibility Isn’t Vanity - It’s Survival

Buyers can only act on what they see.

If you aren’t visible where (and when) they look for solutions, your product might as well not exist.

Awareness is the first commercial advantage a business ever wins.

Research (Nielsen and Ehrenberg-Bass) shows that firms with strong brand recognition generate up to five times more inbound opportunities at the same level of marketing spend.

Visibility doesn’t replace sales effort; it multiplies its effect. The goal isn’t to be loud, it’s to be findable and memorable when problems appear.

This is how awareness becomes a working part of the sales engine.

Be Found When Problems Arise

Every sale begins with a problem. A buyer searches for help, and whoever shows up with the clearest answer gets the first look.

HubSpot built its dominance by publishing useful explanations of every question buyers typed into Google.

Start by listing the ten questions your ideal buyer actually searches for. Write practical, honest answers that point naturally to your solution.

Put the answers up on your website. Optimise one page per week. The slow, steady approach creates compounding visibility.

Network Driven Discovery Accelerates Trust

Referrals build confidence faster than algorithms.

Salesforce used that truth to scale its reputation. Its alumni, clients, and partners talked about the brand everywhere they went, carrying its credibility into new companies.

Ask three clients for introductions this month. Join one community that your buyers already respect.

Contribute insight before asking for attention. Networks expand faster when you focus on helping others succeed.

Content Driven Discovery

Buyers form impressions before a salesperson ever calls. The ideas they read, hear, or watch determine whether you seem credible.

Content is your calling card before you ever meet, in fact it often determines whether you do actually meet.

Choose one real customer problem and post a short, useful perspective each week. Turn good material into newsletters or videos.

Keep the language practical and specific. Familiarity grows through repetition, not noise.

Build Trust with Reputation and Proof

Authority removes hesitation. When results are visible, buyers stop questioning competence.

McKinsey maintains its standing through case studies, reports, and recognised awards.

Publish one client story with measurable outcomes. Try applying for an award respected in your field.
Offer expert insight to a trade journalist or podcast. Evidence builds belief more efficiently than persuasion.

Here's an article all about how providing proof works and how to do it, click here.

Drive Engagement with Proactive Outreach

Visibility invites curiosity, but contact makes progress.

Gong blends data with story to create outreach that feels relevant and human. That’s the standard.

Write one carefully researched email to an ideal prospect this week. Run a small, focused campaign to test your message.

Attend one event and follow up with intent. Every conversation you start on purpose saves ten that happen by chance.

Stay Visible Through the Customer Lifecycle

Your existing network is a reservoir of trust. Past clients, partners, and even former employees already understand your value.

Keep those connections alive.

Reconnect with three previous customers this month. Send a quarterly update with news or lessons that help them.

Make sure your name appears in partner listings and directories. Familiarity creates its own momentum.

Here's a reminder of how companies really buy, click here. It's all about the relationship.

Create Serendipitous Discovery

Some awareness looks accidental, but the best examples are planned. If you understand where your prospects hang out for non-business related reasons, you can position yourself to be seen.

Liquid Death turned water into a viral product through humour, design, and consistency. Every touchpoint reinforced the same personality.

The diagram shows their strategy - you can steal it.

Develop a recognisable style, phrase, or visual cue that people link to you.

Sponsor one small but visible platform that matches your tone. Stay consistent until recognition becomes reflex.

See You Later

Visibility is the silent force behind growth. It makes every sale easier because buyers already know who you are when the need appears.

The companies that stay visible win not by luck, but by design.

Here's a set of slides that summarise this vital aspect of your business, with additional ideas you can use.

Building Brand Awareness to Drive Sales.pdf

If you want to get your team trained up in the basics of enterprise sales, get my course.

It is a complete set of 5 to 10 minute videos that you can use to build the foundations of enterprise sales into your team.

Use them in your team meetings to coach your team to excellence, step by step.

"I showed them the video about the nine elements of a sale and I couldn't shut them up for an hour..." Simon, VP Sales. He uses the course to focus his team on a different skill every two weeks.

Email or DM me on LinkedIn if you want to discuss coaching, consultancy or training. First call is free.