{"id":3919,"date":"2023-10-19T20:27:49","date_gmt":"2023-10-19T20:27:49","guid":{"rendered":"https:\/\/opticsmarketing.biz\/?p=3919"},"modified":"2023-10-19T20:27:49","modified_gmt":"2023-10-19T20:27:49","slug":"customer-endorsements-matter-to-everyone","status":"publish","type":"post","link":"https:\/\/somadog.com\/OpticsMarketing\/2023\/10\/19\/customer-endorsements-matter-to-everyone\/","title":{"rendered":"Customer Endorsements Matter to Everyone"},"content":{"rendered":"\n

I spent the better part of my tenure at Invata being unable to share any customer names or imagery from our installations with the general public. <\/p>\n\n\n\n

Proof points? What proof points? I had none.<\/p>\n\n\n\n

I had to find other ways to get prospects to our door without them.  It was not easy.<\/p>\n\n\n\n

When we did finally get an opportunity to promote one of our sites, we made the cover of Modern Materials Handling.<\/p>\n\n\n\n

But that was a rare exception, because most of our clients were buttoned-up tight by their legal departments and the backward belief that any acknowledgement of even a partnership could somehow be bad for business.<\/p>\n\n\n\n

To the contrary, what was bad for their business were the no-endorsement clauses in their contracts \u2014 the literal equivalent of shooting themselves in the foot.<\/p>\n\n\n\n

Such clauses actually cause substantial damage to all companies involved, because they thwart their partnering companies\u2019 abilities to grow their businesses.<\/p>\n\n\n\n

As Invata faded away recently, so too did the knowledge and support behind the $100 million systems we built for those clients. <\/p>\n\n\n\n

And now those companies will be left holding the bag on massive capital expenditures while their corporate legal teams pat themselves on the back for \u201cprotecting\u201d their firm.<\/p>\n\n\n\n

To avoid a similar fate, providers should push to reframe endorsements from favors to insurance.<\/p>\n\n\n\n

Smart clients will recognize the value in acknowledging the partners who play a critical role in their company\u2019s success.<\/p>\n\n\n\n

Bottom line?<\/p>\n\n\n\n

Your customers need you to stay in business. Make them understand that one way they can ensure you do is by allowing you to publicize the work you do.<\/p>\n\n\n\n

\n\n\n\n
\"\"<\/figure>\n\n\n\n

Walter High has built a career from his proclivity for using marketing creativity as a tool for business growth. He is a multi-disciplined marketing expert with deep experience in conceptualizing and executing successful strategic branding, product marketing, and demand-gen\/capture initiatives in B2B and B2C arenas. Contact Walter here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

I spent the better part of my tenure at Invata being unable to share any customer names or imagery from our installations with the general public.  Proof points? What proof points? I had none. I had to find other ways to get prospects to our door without them.  It was not easy. When we did […]<\/p>\n","protected":false},"author":1,"featured_media":3931,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-insights"],"_links":{"self":[{"href":"https:\/\/somadog.com\/OpticsMarketing\/wp-json\/wp\/v2\/posts\/3919","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/somadog.com\/OpticsMarketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/somadog.com\/OpticsMarketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/somadog.com\/OpticsMarketing\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/somadog.com\/OpticsMarketing\/wp-json\/wp\/v2\/comments?post=3919"}],"version-history":[{"count":1,"href":"https:\/\/somadog.com\/OpticsMarketing\/wp-json\/wp\/v2\/posts\/3919\/revisions"}],"predecessor-version":[{"id":3920,"href":"https:\/\/somadog.com\/OpticsMarketing\/wp-json\/wp\/v2\/posts\/3919\/revisions\/3920"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/somadog.com\/OpticsMarketing\/wp-json\/wp\/v2\/media\/3931"}],"wp:attachment":[{"href":"https:\/\/somadog.com\/OpticsMarketing\/wp-json\/wp\/v2\/media?parent=3919"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/somadog.com\/OpticsMarketing\/wp-json\/wp\/v2\/categories?post=3919"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/somadog.com\/OpticsMarketing\/wp-json\/wp\/v2\/tags?post=3919"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}