What is a Nascar Slide? 5 Ways to Boost Brand Performance
So, What’s a Nascar Slide?
Essentially, a Nascar slide is the part of the sales deck or webpage that showcases all the companies that have worked with you. These are typically displayed as a series of logos, much like a Nascar vehicle is embellished with sponsorship logos. It’s part brand pride and part trust with current opportunities during the buying process. More importantly, there is a right way to demonstrate which brand you are working with and the wrong way. This blog is designed to help you navigate building out your own Nascar Slide and which companies should be featured during your sales process and on your website.
When deciding which companies make the cut, ask yourself – Who visits my website? Surely, its qualified leads, 100% of the time right? Realistically, you will get current clients, family & friends, referrals, leads and let’s not forget to mention competitors perusing your site. For that reason, we need to take care of the types of clients you present to the world.
There is always the argument that if you’re doing a great job for your clients you should not have to worry about them leaving for your competitors – even though as marketers, we like to think conservatively with the information we give to competition. By mitigating risk, we think protecting your company from losing key accounts is ideal – Yup, we have a little competitor paranoia in us.
What are some key features to think about when building your Nascar Slide? Below, read some helpful rules that should go into consideration before sharing Nascar slides with the public:
Customize for the client you want to serve
Start by segmenting your clients. Some of the ways we do this is by separating clients based on Industry type, employee size, or revenue size. Present clients that are similar to prospects you’re presenting to. For example, if you are presenting to a small plumber in Phoenix, showcase plumbers you’re currently working with across the country that are the same size in your Nascar Slide. This will build trust and assure the client you understand their niche industry and size.
Present the information, but don’t share it permanently
Present your clients to potentials in a way that your competitors can’t get a hand on it. Use Zoom or Google Meets to present your sales deck, but don’t share your client list to your opportunity to hold onto, as that may eventually find its way to someone who shouldn’t have it.
Forming relationships with prospects is an exercise in trust – ideally, you want to establish a mutually beneficial partnership that accounts for potential leakages. This will obviously be different on the layout of a web page – keep your most loyal accounts here for immediate reference.
Look to show off size in the public places
Clients like Microsoft or Oracle are great to have on your slide because they have several thousand employees and it becomes hard to pinpoint who at the organization is the buyer that is working with your company. Also, it may show the enterprise work you’re looking for.
However, this can work against you if your pitching to a small business and telling them you work with giant companies. Use giants on the website and other places that are more public but ensure it’s a good fit for your organization. If you serve smaller companies and are showing off much larger ones you might send the wrong message to the clients you are trying to attract.
Share for Quality, Not Quantity
It’s nice to showcase how you work with thousands of clients –there are clear advantages for doing this for several types of industries like SaaS. However, we prefer to see a more intimate group of high authority companies. For example, if you are serving hospitality, it may be enough to say you work with Marriott, Hilton and Hyatt, rather than listing off hundreds of smaller clients with less brand recognition.
Positive Referrals Only
Lastly, only put clients on your site that will advocate for your company. Expect that in some cases, prospects might ask for referrals, or they may know several people at a company you say you’re working with and they may reach out to find out how the relationship is working out. There’s no faster way to lose confidence in a brand than by reaching out to someone who claims to have given a positive referral, only to find that they think otherwise.
We are a firm believer that in B2B ,prospects want to work with companies they trust and know. Your Nascar slide will help them build the trust in your organization by showing that you have the experience in working with other clients.
What are some simple ways that your company can begin implementing Nascar slides immediately? 120/80 can help. We are a full-service digital marketing agency specializing in a broad range of solutions that have proven to drive leads and conversions in B2B. For proof of our success, look no further than our Nascar slides!