Tips for securing new clients

You already know the benefits of operating a small business; the freedom, control, flexibility, and sense of achievement. You are able to provide a personal service, but first you need to secure the customer.

Whether selling $5.00 burgers or $50K boats, you are going to have plenty of competition (which always seems to triple the second you start trading). So why should the market trust you over the plethora of competitors?

To secure any sale, the customer needs to believe in your business. They need to believe that giving you their hard earned money is a good idea. And while your smile and charm might get your foot in the door, they need to believe that you have the corporate strength to deliver; today, tomorrow and next year.

Luckily for the small business owner, perception is reality. Look at the frill neck lizard. The frill neck lizard is relatively small in stature, giving it the flexibly and freedom to move quickly and go where its larger counterparts can not. However, when required it will fair its frills to give the perception of being larger than it actually is. Your company must be a frill neck lizard.

Your ability to make decisions quickly and work closely with your customers are your strengths. But to have your customers believe in your business they will need to perceive you as a real player. To achieve this, work on the big five frills:

Communication

First impressions last. So do the second, third and fifteenth. No matter what, always communicate to your customers with respect. Answering the phone with “‘Ello?” says you don’t care. “Thank you for calling ‘Business Name’, David speaking” shows professionalism. This is not a white vs blue collar issue. You don’t know who is on the other side of the phone, so best to assume it is a member of the royal family. The same applies for your email signature, letterhead and voice mail. Perhaps even consider spending that extra $50 for decent business cards.

Presentation

If you wear uniforms, make sure they are consistent and clean. If you don’t, make sure your attire matches the expectation of your audience. This won’t always be a suit and tie, but more often than not it will not be your most ‘comfortable’ board shorts and a tee. Invest in some cologne, get a hair cut and avoid slang. Your customer has five senses; try to impress them all (or at least not to offend any).

Case Studies & Awards

Done a good job? Tell the world about it. Use customer testimonials in your marketing and on your website. Enter industry competitions. Someone else saying how great you are always carries a lot more weight than you saying it about yourself.

Systems

From quoting through to invoicing, your internal system will inevitably result in how you are perceived by your customers. Anything hand written should be followed up with an email. If you provide a timeline, meet it (even if it means under promising and over delivering). Most importantly, keep records and keep them clean.

Online Presence

We live in an age where a child can start a blog from their parents basement and capture an audience of millions. The internet is the ultimate frill. A website is cheap and easy to maintain. Keep it clean, to the point and easy to navigate around. Engage your audience with social media. Don’t always try to sell, but aim to educate or entertain your market. If they get value from it, they will pass it on. Remember, someone else saying how great you are is better than saying it about yourself.

Do you have any further tips? Share them in the comments section below!

Author Bio: David Madigan – My work experience includes retail and B2B marketing. In 2008 I crossed the globe to market events for a leading international publishing company in London. Since returning, I have been appointed Project Manager for one of Australia’s leading action sport fashion labels. However, my recent small business achievement has come as Brand Manager for one of the labels subsidiary brands Slide Premium Condoms. For more information about David Madigan, visit him online at www.unitriders.com

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