Practical Sales Training™ > How To Lose The Sale > Big Brand Problem
Big Brand Problem
Working with well known brands can be a blessing and a curse. So promoting those big names sometimes scares smaller buyers away. The very thing that builds credibility can quietly cost you the sale.
Why Does It Work
It works against you because buyers only act on what you show them. If all they see is big brand names, they assume that’s all you handle. So they decide they’re the wrong size for you. They walk away before even asking.
How Can You Use It
Show The Full Scope Of What You Do
Talk openly about the scope of your offering, from smallest to biggest. Be clear about the bare minimum you actually do or offer. So a small buyer can see exactly where they’d fit, without guessing.
Highlight The Range Of Buyers You Serve
Highlight the full range of buyer types you actually work with. Showcase examples across that whole range. Segment them clearly. So a smaller buyer sees someone like themselves, not just the biggest logo on the page.
When It Works Best
This works best whenever your client list spans a wide range of sizes. So the gap between smallest and biggest needs spelling out. Agencies, consultants and service providers all run into this constantly.
When It Becomes Dangerous
It becomes dangerous if you undersell the big names too far. Because the large brands still matter. They just can’t be the only story you tell. So balance the big names with real room for smaller buyers too.
Common Mistakes
Showcasing Only Your Biggest Clients
Showcasing only your biggest clients is the most common mistake I see. If every example is a household name, smaller buyers assume they don’t belong. So mix in smaller, relatable examples alongside the big ones.
Staying Vague About Who Else You Serve
Staying vague about who else you work with is the second mistake. Silence just lets the buyer’s own assumption fill the gap, usually the wrong one. So say plainly who you serve, at every size.
Big Brand Problem – An Example
The Video Production Company
A video production company showcases its work for global brands like Nike, Coca-Cola and Apple. That builds credibility. But smaller businesses visit the site and think differently. “We’re just a local coffee shop with a small budget. There’s no way they’d work with us.” So these smaller, perfectly suitable clients never even inquire.
To fix this, the company adds a line. “From local startups to global icons, we create video content for every stage of growth, whether it’s a £500 social ad or a £50,000 brand film.” That single line clarifies the scope. It reassures smaller buyers that they’re welcome too.
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