What is the hardest part about starting a business? For many business owners, the answer is finding customers. It takes a lot of effort to have a product or service that is so good that you can be sure that many people will need it.
Customers won’t be able to find you or your website because you’re new to selling a product or service. In fact, most business owners have to go on regular trips to find customers and maintain business relationships. But how do you do that? Here are some suggestions to get you started.
Develop a plan
Consider who your ideal customer is. If you sell to businesses, consider which departments are most likely to buy your product or service, and which individual (at what level of responsibility) is likely to make the decision to order the equipment. (If you don’t know, make a few cold calls!). Then, consider how easily that individual can find a product or service like yours. What areas of inquiry are they currently researching? Who are they likely to listen to or how do they research when they are looking to buy a product/service. Find a way to get your information into their mind.
Realize that the road to success is not just one.
Sales often happen when potential customers hear about your products and services from a variety of sources and in a variety of ways. The more often they hear about you, the more they will want to know what you have to offer when they are ready to buy.
Working with the press and press coverage
Daily and weekly newspapers are surprisingly useful sources of contact information that can bring you a lot of potential customers. Find the names of people who are receiving promotions, who have won awards, who have started new businesses. They may be potential customers. Send personal letters to these people to let them know how they can benefit from buying your products. Try to attend meetings where they may be present. When you meet or send them a letter, let them know that you have read about them and congratulate them on their successes or mention how interesting the articles about them were.
Wait for events that can bring potential markets to you
Contact event organizers and offer to give away your product or service as a prize to attendees. In return, you will get a group advertising you in their promotional programs.
Attend meetings and conferences that your future clients might be interested in attending.
If you have been doing that and still haven't made a single contact that could translate into sales, look in the newspapers to see what other organizations are organizing events that might appeal to your target market and attend more of them.
Follow up after the meeting
Contact the people you met to see if they might be future clients. If they don’t need your services right now, ask them when would be a good time to call again, or if they have business contacts who could use your product.
Leave the iron fish to catch the perch
Give away free samples of your products and ask them to tell their friends if they like them. Or, if you’re a consultant, give away free advice. This can be in the form of a newsletter with information or tips and advice, or it can be a free consultation where you provide just enough information to help the client narrow down their project and know that you can handle it.
Develop a personal network
Ask your friends if they know anyone who could use your services, or know people who could provide information about someone who could use your services. If your pricing structure allows it, offer a commission to your friends and business partners for their referrals that result in good business.
Learn from your competitors
Advertise where your competitors are active Promote your products where your competitors are running promotions.
Use small, varied ads instead of one large ad
If most people in your industry advertise to attract customers, you should do the same. But plan smaller promotions rather than one big one. Repetition helps people recognize the product name. If you advertise in the yellow pages, consider including your ad in the headline of each entry.
Ask for feedback when prospects don't buy
Have customers found a product that better meets their needs? Have they decided they don’t need it at all? Are they just postponing the decision to buy? Are they having trouble placing an order on your website? Use all the information you have to make the necessary changes and watch your business start to improve.
