Does everyone on your staff know who you are? Well, of course, they know something about the company, but how would they answer the question "what is _(company)__" if asked by an outsider?
In my experience, most employees would stumble (and fail to take advantage of an opportunity) if asked that question. But there is an easy solution -- develop a short, 25-word "elevator" speech that describes these three points: who you are, what you offer, and for whom.
Draft a statement, then call in key managers (or all employees, depending on the size of your company) and give everyone a chance to react, respond and truly understand the importance of having a concise, accurate statement about the company. By having the employees draft and approve the statement, they will develop an emotional equity in the result. And, this can be a great opportunity to reinforce to all staff members that everyone can contribute to the company's business development efforts.
You should also stress to everyone that you never know when a new business opportunity will arise or have the potential to develop. Even if you don't think the person asking the question is a new business prospect, they may have a friend, relative or former college roommate who is. So everyone in the company needs to be prepared to give a consistent and accurate description of your company.
Who knows, maybe that next door neighbor who keeps backing into your mailbox may have a brother-in-law who runs a $50 million company.
