The first year of business is always hard. You never seem to have enough time for your clients, administrative duties, meetings, or development. After my first year I realized that there are 5 things you absolutely need to keep your business running and you must budget time within your day for each of them.
So this week will be devoted to the Five P's essential for business survival.
First up: Prospecting
One of the biggest mistakes I made when I started was ignoring the importance of seeking out customers. It's very easy to say to yourself that referrals will just start to come as you do good work for one or two of your clients, but the numbers will tell a different story. Even if you get a referral, there will be the chance that the referral will not work out and you're back to square one. This is why prospecting is so important.
Not sure what to do?
Here are five simple things you can do NOW to prospect for new customers:
1. Find a panel and speak on it- People gravitate to panels because it is an opportunity for them to learn something that they don't know. They see the people on the panel as experts and will often be interested in products and services from those experts. This is your opportunity to show your knowledge and skill. After the panel, stick around and talk to those who are interested in meeting with you. Many of these people will be interested in becoming a client or referring one to you.
2. Host an event- Bringing people together is one of the best ways to forge strong relationships. Think about what everyone needs and invite all of those people into one room. You'll not only find great partners for your business, but the people attending the event will be naturally interested in hearing more about your services and willing to tell their friends.
3. Create Content- There are so many new platforms out there that allow you to tell people about your business for free. The market has become overcrowded with people trying to sell. Don't sell! Instead create content that people want to read and spread. You'll almost always strike a nerve with someone who believes in what you do and they may be interested in your services or be an advocate for them. So start that blog or write that newsletter. Tweet. Facebook. Let the world know about your awesome content.
4. Go to events- Think about the types of people who are looking for what your business provides and then find out where they gather. Go to fundraisers, parties, mixers, and let people know about what you do. Don't run around slamming a business card in everyone's hand, but do take the time to show your expertise in your field as it relates to the concerns of the people there. When you return home from the event, sit down and follow up with the people you met. Don't let the food get cold.
5. Galvanize your existing customer base- Your current clients are thrilled with you, so give them ways to tell the world. Have a testimonials page, ask them for referrals, have them post about you on facebook, twitter, youtube etc. Your current clients will sell you far better than you'll sell yourself. Let them.
Every day you need to focus on prospecting because you want to have enough clients to eventually have to expand or turn people away. The more you do to fill the pipeline, the more likely the business will remain healthy. Make sure you devote a portion of your business day to prospecting or you may end up with a different P
Poor.
Excelsior!
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