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Clients Know You, But Do They Know Everything You Offer?
B2B relationships are built on trust and familiarity—a familiarity that can create blind spots. Over time, clients naturally form a perception of what a business does, shaped by their immediate needs and past experiences. But what happens when that understanding is incomplete?
We saw this firsthand at a leadership event we organized for a financial institution. The event assembled 75 visionary CEOs to share insights on their business challenges and growth planning. But an unexpected insight emerged: many of the institution’s own clients—some of whom had been working with the company for years—were unaware of key services the bank offered.
The event became more than just a brand-building initiative. It served as an organic way for clients to expand their understanding of the firm’s capabilities, opening doors for deeper relationships and new business conversations.
The experience made one lesson abundantly clear: Never assume your clients know the full scope of your value.
Cross-Selling Starts with Closing the Knowledge Gap
It’s important to remember that cross-selling isn’t just about upselling. It’s about helping clients see the full scope of your value. Even with strong brand awareness, ongoing marketing, and active client engagement, key offerings may still go unnoticed.
In industries where specialization dominates, clients often view companies through a narrow lens. The challenge for CMOs and business leaders is expanding that perception—ensuring clients understand not just what you do best, but everything you can do for them.
Often, highly relevant solutions are hiding in plain sight, waiting for the right moment of awareness. Because clients already trust you, that moment presents a natural opportunity to deepen the relationship and drive new business.
The Strategic Advantage of Brand Perception Research
Clearly defining what clients actually know about your business (and don’t) is the first step in overcoming this challenge. Brand perception research allows companies to:
- Identify gaps in client awareness
- Develop marketing and sales strategies that proactively address them
- Craft the brand experience that enhances your growing partnership
Businesses that consistently educate and engage clients meaningfully—whether through events, content or direct engagement—create stronger relationships and unlock new opportunities. By making no assumptions, they make sure no potential partnership is overlooked.
Want to ensure your clients see the full value of your business? Let’s talk.
Originally published September 4, 2022.
