Category: Starting a Successful Small Business >> Sales Management and Marketing Your Small Business

Getting Customers


Finding a loyal customer base is the most difficult thing a business owner can do after setting up a small business. The small business market is very competitive so getting a loyal set of customers can be difficult. Having a great product or service does not mean that you will get customers immediately. You have to market your product or service well enough that customers will be interested in what you have to offer. Here are several suggestions that can help you get your first customers.


  • Develop a business plan, keeping your ideal customer in mind. If you are considering selling to a business, consider which business is most likely to buy your products or services. Think about how that potential customer or business would normally find products or services similar to yours. What circles they travel in and where they look. Define the type of business or customer base you want to serve and how your business can help them.
  • Place ads in your local newspapers and on local cable TV stations. Daily and weekly newspapers and advertisements are a great way to spread the word about your business to attract customers. Write articles and press releases announcing the opening of your business. Send personalized letters to people you believe are in your target audience informing them of your product or service.
  • Realize there is no one sure path to success. Prospective customers can hear about your products and services in different ways and from different sources. The main idea is to get them talking about your business and what it offers.
  • Contact companies and individuals with whom you have done business or worked for in the past. This includes former employers, co-workers and customers. You may want to offer them ‘special’ benefits or discounts for purchasing your product or service and referring business your way.
  • Contact your friends, family and other social connections to inform them of the formation of your business. Put a notice about your business on the bulletin board if you are a member of a club, church, religious organization, fraternity, sorority, or association. This makes for great word-of-mouth publicity. Also, pick up the telephone and call some old friends to ‘catch up’ and share the ‘good news’ about your business.
  • Go door-to-door. Going door-to-door introduces you to your neighborhood and lets you build contacts. Neighbors are usually approachable and often can give you business or refer to you to others. Approach people like your banker, doctor, dentist, attorney, accountant, dry cleaner or pharmacist to refer your business to potential customers. In exchange you can provide them with new customers or give them a discount on your product or service.
  • Trade associations and trade shows are a perfect way to build contacts. Set up a stall or booth, or just go there and give out your business card or flyer. Go where your prospective customers are. Network, ask for referrals and attend as many meetings and seminars as possible so that you can spread the word about your business to potential clients. Contact organizers of events and offer to give away your product or service as a prize during the event in exchange for having them promote you. Remember to network with other businesses of your industry because they may be backlogged or have an overflow of business and can recommend you.
  • Send personalized letters and be sure to follow up with a phone call after a week. Offer a free consultation, a special discount, or something to generate interest in what your business.
  • Give away free samples of your product in exchange for referrals. Publish and distribute your own newsletter containing news, free tips and special discount coupons. Be creative in your marketing and try and generate as much hype as possible.
  • Study your competition, do not copy them. Advertise where they do, not as they do. Promote yourself where you know your competition does.
  • Use multiple small advertisements instead of one big one. Repetition build name recognition.
  • Ask for feedback from prospects who do not buy your product or service. This can help you make the changes you need to boost your sales.
  • Offer your services to local community and charity events. This gives you free publicity and shows your community spirit to potential customers.
  • Call larger firms in your industry and ask if they have extra work that they can outsource to you. In exchange you can offer to give them referrals or publicity.
To get the first customers through your door, it is vital that you market, market, market. Be sure to thoroughly research your market and target audience, know your competition and know what you need to succeed.




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