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You decided to start a business: did your research, bought the
necessary equipment, and set up your shop. You even prepared and
distributed press materials to announce to the world that you
are open for business. You wait … one day, one week, or even
one month … but only trickles of customers come (for some,
even none!). You expected a party, but instead, your days are spent asking yourself, “Why aren't they coming?”
(article continued below ...)
How do you pump up your business to be the moneymaker that
you envisioned it to be? Here are some tips to help get your
business off to a good start and getting that first customer:
1. Your ex-employer can be your
first client.
A number of entrepreneurs strike out on
their own after seeing untapped opportunities in their former
employer's business. Present your business to your former
employer and the benefits he or she can receive in
subcontracting your services. One important thing going for you
is that your former employer already knows your capability. This
can be a viable strategy even if you are going into an entirely
different business.
2. Tap the power of strategic
alliances.
Most customers demand stellar performance
history and reputable client base from their vendors. You need
to show proof that you have been able to deliver as expected.
But like the classic case of chicken-and-egg situation, it is
difficult to create a performance record when no one gives you
the job. If you are a newbie in your industry, your best chance
of carving a name for your business is to hook up with your
competitors. Your competitors can be an excellent source of
business, successful businesses get as much as 25 percent of
their business from their competition. Offer to do work they
can't take or don't want to do. Join them in large projects, to
enable you to share in the pie and gain the needed exposure.
When word starts spreading around about the quality of your
work, getting new customers will become much easier.
3. Present your business as tempting
as possible,
even if it means giving out “special
discounts.” Determine your potential customers, and make them
a “special offer” that they cannot resist. While your
product or service is discounted, remember, some income beats no
income. Note that discounting your price is not necessarily the
same as under-pricing your product or services. Clarify to them
that your usual price is much higher, but you are simply giving
them an “introductory offer.” Your goal is simply to get the
attention of your potential customers. However, be sure you can
at least cover all your costs, including some value for your
time. Also ask them to serve as reference for you in the future.
4. To get your feet wet, volunteer
your services.
Some work beats no work, and work
tends to beget more work. There's nothing worse for your morale
than having your skills lie dormant. Valued volunteer efforts
can turn into paying efforts. It helps get the word out about
your business. Many volunteers find their experience leads to
paying contracts or orders. At the very least, volunteer efforts
can be a source of experience, contacts, and references that you
can leverage into their business you might not otherwise know
about or be able to get.
5. If things are not working out as
planned, be flexible enough to consider other alternatives of
breaking into the market.
One way would be to work as
temporary employee in a field related to what you'll be doing in
your business. Working for a temporary agency can provide
valuable experience and excellent contacts. At the same time, it
provides a flexible source of immediate income while you're
building your business.
About the Author:
Lyve Alexis Pleshette is a
writer for
Power HomeBiz
Guides.
March 2001
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