Having trouble
finding customers for your new home-based business? If so, you're
not alone.
Many people who start
their own business quickly discover that finding customers is a
lot more difficult than they had thought. They call a few friends
to let them know they’ve started a business, print out fliers
and stuff them in neighborhood mailboxes, set up a website, run an
ad in the local newspaper, or buy pay-per-click ads online, and
sit back and wait for customers to come. When the leads and sales
don’t happen, guilt (over the money they’ve spent to set the
business up), frustration and stress set in.
Sound depressing? It
is. But you don't have to fall into this
trap. And if you have fallen into it, you can climb out. Here's
how:
Make a
commitment to marketing. Marketing isn't a one-time
activity. To find customers and keep them coming in, you need to
actively promote your business in as many ways as you can on an
ongoing basis.
Learn to
network. Businesses and consumers don't buy products or
services from companies. They buy them from people. People they
know and trust. Become an active participant in business or
community groups, local home owners associations, parent’s
groups, religious groups, and other groups that attract the type
of people you want for customers. Become active in the group,
volunteering to help with events or other needs. Your goal: to get
known as a person and ultimately to get yourself known as the
go-to person when someone needs jewelry, someone to solve a
computer problems, or whatever your specialty is.
Remember that
word of mouth advertising is the single biggest source of
customers for home-based businesses. As you build your network and
start to bring in those first customers, do everything you can to
be sure positive word of mouth spreads about you. Bend over
backward to to do exceptional work and get it out on time. The
customer may never thank you, but they'll remember your work and
call on you again -- or refer you when their friends or family
need what you sell.
Ask for
referrals. Asking for referrals is easy once you realize
you aren't begging for business. You're just asking customers and
friends if they know anyone who has the kind of problem your
product or services can solve.
Get other
businesses to refer business to you, too. This isn't as
hard as you think. Find people who serve the same market but sell
different products or services from yours. A party planner may
well hear of people who need gift baskets made up. And, the gift
basket business is very likely to meet customers who need events
planned. Talk to each other. Refer each other. Both of your
businesses will grow.
Do a reality
check. If despite your best efforts your product or
service isn't selling, use your network groups to find out why.
Even if you researched the need for your product or service before
you started the business, you may still run into customer
resistance. If so, question your prospects. Find out what it is
they really need. What problem they need solved. How they are
getting the problem solved now. And what they are willing to spend
to solve the problem. Ask if there's anything you could change
about your business to make them interested in buying from you.
Whatever you do, don’t take the answers personally. Use the
information you glean to learn what changes you need to make to
land sales and bring in customers on a steady basis.
