No matter how you look at it, selling is a numbers game. as a small business owner, your objective is to get and keep your name and yourself in front of as many people as you can. Filling a pipeline with prospects is the main responsibly of the business owner. For many the word selling is met with negative connotations, mostly because of an ego problem; ” I have arrived, I am the boss, people should come to me”. You may have the greatest, idea, product or service, but if you are sitting in your office waiting for prospects, your firm will not have a long profitable life.
Much has been made of the “social media” as a way to gain new clients; in my opinion, it is part of the overall equation, but a very small part. Yes, there has to be a presence on the internet., but people see a lot of other things in addition to what is found on the internet. Stop and think, how many hours a day are you searching the internet ( all areas) and what are you looking for?
If selling, getting new business, involves getting and keeping your name in front of the public, what are you currently doing to accomplish this. Take a pad of paper and write down all the different ways your name, products and services, are being seen and heard. Look at the millions of dollars that major brands, for example, Apple or Pepsi, spend to keep their name in front of you.
Unless your clients are nationwide or world wide, you have a distinct advantage, all you need to do to be successful is to be well know in a small area. (biggest fish in a small pond). For many small businesses their target market is located in an area surrounding their business. All you have to do is to keep your name, products/ services visible to this target market.
A good test as to you visibility is to walk into local business in your target area and ask them for the location of your firm, or else ask them to refer someone who provides the same services/products that you do. You don’t have to go miles away, test market this in a 10 block radius of your office. If you ask 25 people these questions and if you don’t receive at least a 50% positive response, you have a lot of work to do.
Tomorrow we will look at ways of “infiltrating” your immediate market area, on a shoe string budget.
Progress and growth are impossible if you always do things the way you’ve always done things.