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As the owner of a new home-based desktop publishing business, your most important task is to attract clients to your new business. Although this will probably be your most difficult task, you can take heart in the fact that getting new clients will probably never again be as difficult as it is now. There are several ways to gain new clients; you don’t have to use them all. Choose whichever methods are most comfortable to you and go from there.
Advertising is a good way to get started in attracting new clients. You can take out an ad in the Yellow Pages, and you should if you see your competition listed there. You don’t want them getting all of the calls that you could be getting. You can also advertise in business-to-business directories, your local business journal, on the radio and television, on the Internet, and in newspapers. Studies show that prospective clients must see your ad several times before they call to engage your services. Do not get discouraged if you run ads that don’t bring immediate results. Give yourself time to succeed.
Word of mouth referrals can be achieved after you have done your initial marketing and gotten your name out there through other advertising means. Take advantage of every opportunity you can to promote your business in casual and business encounters. However, you should avoid being pushy or talking incessantly about your business-that’s a great way to turn people off. So many conversations with new people you meet being with, “So what do you do?” Just take that opportunity to spread the word about your business endeavors.
Networking through personal contacts is a great way to get new business. You might want to begin by preparing a short, friendly letter to every person you know announcing your new business and giving a brief description of the services you offer. Enclose a brochure and a few business cards. Ask the recipients of the letter to pass it along to anyone who might be interested. If nothing else, you should get a few congratulatory calls that will feed your own enthusiasm. Also consider joining professional organizations where you can meet other business owners.
Client referrals are probably the most effective form of marketing you can do. Once you have a few clients, and you keep them satisfied, they will be more likely to refer other potential clients to you. Although you really have no control over this, there are some things you can do to promote client referrals. First, ask your clients for referrals in casual conversation, as a formal request, or in a newsletter or other form of client communication. You might want to consider rewarding clients who refer other clients to you with a percentage off their next project for each referral they give you.
Cold calling means to call people on the telephone and ask for their business. Many people dislike cold calling, although it can be very effective. They can be time consuming, too. Your success ion cold calling depends upon a number of factors, over which you have little or no control. You have to reach the decision-maker in the business (not always easy to do), your timing must be right for the company you are calling, you must have a portfolio or samples to show, you will have to establish a rapport right at the beginning, and your capabilities must fulfill their needs and grow as their needs change. Cold calling can be great if you have good people skills and enjoying calling on businesses. I would suggest combining cold calling with other marketing techniques. |
