Ubiquity means existing everywhere.
In the 1980s, Microsoft set a lofty goal to get computing power everywhere: clothing, watches, phones, tablets, refrigerators, you name it. Microsoft wanted to be everywhere. In essence, they achieved their goal. Thirty years later, computing technology really is everywhere: GPS navigation systems in cars, computerized registers in stores, and you may even be reading this blog from the Internet… on your cell phone.
As of late, my companies have had a real revelation with the notion of pinpointing when someone makes the decision to do business with us. We do a postmortem on all of the possible reasons they found us, they bought from us, etc. For a company that is Outside-In® and cares deeply about customer experience, this probably does not seem too unique.
However, what we have learned is that we sell and customers buy — when there is a sense of ubiquity about our presence. CBI Group, Placers and Barton Career Advisors are everywhere! Well, not really. But that is what it must seem like.
Marketing and sales are about impressions. Is it the newsletter that got someone’s attention? A new website? An outgoing call from your company? A traditional billboard? Or a chance encounter at a networking or trade show event? Or maybe…just maybe, it is about business ubiquity. You get to know several of your customers involved in the business and in turn, they get to know you.
I no longer question this theory of ubiquity. I know it is true. People do business with whom they like. But in order for people to get to know you and like you, you have to be front and center to capture the mind share of your prospects.
Microsoft’s ubiquity reflects an unprecedented revolution in technology, and many may not be able to match that level of omnipresence; but then again who really knows? Anything is possible. So, ask yourself this question: What can you do to put your company front and center…and keep it there?