So many small business owners we know feel frustrated because they just know that their business is better than any of their competitors. They know that to be true because they don’t have much trouble closing the deal once they get in front of their prospect. But getting in front of a prospect is an ongoing challenge.

Do you notice that you don’t have much trouble closing the deal once you meet with the prospect but tend to fall short when trying to find people to sell to? If so, you’re not alone! This is a common situation in business–and I can explain to you exactly why it happens.

See, there are really two different sides to your business. First, there’s what is known as the “inside reality” and second, there’s the “outside perception.” The inside reality has to do with all the things your business does that makes you valuable to the marketplace, i.e. your commitment to excellence, superior products or services, better customer service, your operations and management. It’s what gives you a competitive advantage in the marketplace. But no matter how great your business is there’s a good chance that the reality of what you do, and the customers’ perceptions of what you do, aren’t necessarily the same.

If the “inside reality” is about what you do and what you are that allows your business to perform better, then the outside perception has to do with how customers and potential customers PERCEIVE your company. Customers will “judge” you by their past buying experiences and prospects will form their “judgments” based on your marketing, or lack thereof. It is important to realize, even if your customer service is great and your customers love you, none of that means squat to a prospective customer if

1) they don’t know you even exist as an option
2) they see your marketing and advertising, and because of your lack of ability to market properly, they perceive that you are no different or no better or no worse than anybody else and default on getting the cheapest price. After all, human nature demands that we get the “best deal” (whatever that means to your prospect). And if your marketing doesn’t give your prospect a compelling reason why he should buy from you, chances are you will always be forced to compete on price.

Furthermore, if you don’t continue to remind previous customers of their great experience with you, chances are they’ll forget and go with whoever offers the deal of the week.

Marketing your business to drive traffic to your door must be viewed as an investment, not an expense. However, doing it well and effectively does not have to drive you out of business, financially speaking. One very effective and very reasonable form of advertising is by listing a video ad in an online business directory such as The Video City Directories.

This article was written by Birgit Rickert of Results Marketing and The Video City Directories, and may not be copied, reproduced or altered without prior consent.