Today we have a another great guest post from Margaret Adams who is an expert in all aspects of business communications. She started her career in the public sector but has gone on to run a successful business. She is the author of The Solo Success Start-Up Guide. Find out more about her work at: www.margaretadams.co.uk and at www.solosuccess.co.uk.
Many people leaving employment to start their own businesses devote a lot of time and energy to the day-to-day of running their business. Running the business, in the early days, includes: deciding on your offer, organising your website, ordering your stationery, sorting out your desktop printer and so on.
Quite a few people get so caught up with these tasks that they fail to spend sufficient time on bringing in revenue. This is a mistake.
The most important task you can work on – until your order book is full or your practice has filled up – is the task of getting customers.
It takes twice as long . . .
You need to work hard to bring in business because it’s an activity that is often more difficult than new businesses think it’s going to be. The advice I was given about this when I started my business twenty years ago was:
“Always assume it will take you twice as long as you’ve planned – whatever it is.”
This was good advice then. It’s good advice today. All sorts of issues get in the way of your efforts to bring in business. The best thing you can do is to allocate a length of time to a task. Then double it. This approach will often turn a hopeful estimate into a realistic projection.
Why five customers?
If you can get one or two paying customers you might just be lucky. Get a third customer and that could be a referral – or luck. The fourth customer could a happy accident, too.
However, when you get to five customers there’s a good chance you’re doing something right. It could also mean that you’re going to be good at selling.
Do you know who you’re looking for?
Spend some time thinking about your answer to this question. If you’ve developed a good idea of the type of customer you’re looking for, then the chances are this will shorten the length of time it takes you to find them.
Why?
You’ll be looking for customers in the right places. You’ll be looking for them in the places where they congregate. You’ll recognise them when you see them or interact with them. As a result you will ahead faster and bring in business faster, too.
Do you know why someone should buy from you?
Stand in the customer’s shoes as you think about your answer to this question. Remember that the customer isn’t interested in you or your offer. The customer wants to know how whatever it is you do will help him or her.
- So, what’s special about you?
- What’s different about you?
- What’s better about your offer?
- Why should a customer buy from you rather than from another supplier?
Knowing the answers to these questions will help you to get the customers you need.
As you try to find answers to these questions steer clear of differentiating yourself on the basis of time or price. There will always be someone who can do what you do faster than you can do it. There will always be someone who can do what you do more cheaply than you can do it.
Therefore, find other ways of differentiating yourself, if you want to succeed.
What do the statistics say?
The statistics that are often quoted suggest it will take you between five and ten months to get your first five clients.
I believe this is a realistic projection.
It’s worth doing a bit of forward planning when you think about your timescales.
- What are the implications for your business if it takes you ten months to get your first five customers?
- Can your business survive if this happens?
- What can you do today to accelerate the process of getting business?
And now?
It’s taking action to find customers quickly that will help your business to survive, so as well as thinking about the inner workings of your business, spend more time and energy on sales issues – today.
Margaret Adams helps consultants, coaches and other service professionals to get more clients and to charge what they’re worth for what they deliver. She is the author of The Solo Success Start-Up Guide. Find out more about her work at: www.margaretadams.co.uk and at www.solosuccess.co.uk
Dorothy is an international talent management strategist, working on both sides of the spectrum in executive search and career transition coaching, from “hire to retire”. She sources hard to find candidates globally and connects top people, organisations and jobs.
