From Entrepreneur: Carl L. Gould touts his firm, CMT International, as the “farthest reaching business mentoring organization in the world.”
Yet Gould’s New Jersey-based operation has just three full-time employees.
Is that a hollow claim, deceptive marketing or, worse, a bald-faced lie? None of the above, says Gould. It’s merely the case of a small to medium-sized business using honest, legitimate tactics to look bigger than it is. By building a network of some 110 independent consulting offices, all of which function as contractors to CMT while retaining full autonomy, Gould says his firm can rightfully call itself the biggest of its kind.
See how your business can look big too!
The goal in trying to cast a long shadow as a small company, he explains, is to foster a perception among clients, prospects and the public that the company can match or surpass much larger organizations in terms of resources, reach, capabilities and quality. “It’s a marketing strategy on one hand,” Gould explains, “but it’s an incredibly solid business practice on the other. It gives a company credibility, and at the same time, it gives your clients certainty that you can do the job and that you will be around for the long haul.”
The perception of greater size is a powerful competitive equalizer, says Tatiana Finkelsteyn, CEO of IQWired Inc., a telecom broker in Denver. “It levels the playing field with the big boys and it eliminates the questions people might have about a small company. That’s important when it’s your proposal vs. four or five others.”
Remember, before you get big, you have to think big. Here are some proven, inexpensive techniques your startup can use to project an image as big as the aspirations you have for your young company.
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如何让你的机构看上去更具规模？
摘自《创业者》: 卡尔·Ｌ·古尔德吹嘘他的公司—CMT国际公司，是“全球业务覆盖范围最广的顾问咨询公司”。
然而古尔德这间位于新泽西州的公司只雇用了3名全职员工。
这是不是一句空话，或是欺诈性的营销手段，甚至是一个弥天大谎呢？全都不是，古尔德说。 这只不过是小型公司在向中型公司扩展阶段，运用诚实合法的手段使其看上去要比实际的规模更大些。把110个独立的顾问咨询室连成网络的方法，其作用在于使CMT公司的合约商可以拥有充分的自主权，古尔德说他的公司可以合法地把自己称为此类公司中规模最大的。
明白如何让你的公司看上去也更具规模了吧！
这种策略旨在让小型公司给人留下长久的印象，他解释说，就是在现有客户、潜在客户以及公众心目中树立起一种观念—即小公司也可以在各项资源、业务范围、竞争实力和服务质量方面赶上甚至超过规模更大一些的公司。“一方面，这是一种市场营销策略，”古尔德说，“另一方面，这也是一种令人惊奇的、但可靠的营销手段。它可以让小公司具有信任度，同时，还可以让客户确信你可以胜任这项工作，并且能够一直在这个行业中做得很突出。”
崇尚较大规模公司的观念是一种有力的竞争杠杆， IQWired 公司的执行总裁Tatiana Finkelsteyn说，IQWired 公司是丹佛的一家电信代理商。“它是商业竞技场上大型企业的水平尺，它消除了人们对于小型公司的疑虑。当你的计划书与另外4、5份计划书进行比较时，这种观念就显得重要了。”
记住，在你的公司壮大之前，你必须把眼光放远些。这里有一些可行的、成本低廉的技巧，你可以用来将刚刚起步的公司策划成如你所想的大型企业。
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