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 finally get an opportunity to promote one of our sites, we made the cover of Modern Materials Handling.
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.
To the contrary, what was bad for their business were the no-endorsement clauses in their contracts — the literal equivalent of shooting themselves in the foot.
Such clauses actually cause substantial damage to all companies involved, because they thwart their partnering companies’ abilities to grow their businesses.
As Invata faded away recently, so too did the knowledge and support behind the $100 million systems we built for those clients.
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 “protecting” their firm.
To avoid a similar fate, providers should push to reframe endorsements from favors to insurance.
Smart clients will recognize the value in acknowledging the partners who play a critical role in their company’s success.
Bottom line?
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.
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.