Starting a business involves managing a thousand ideas, nurturing grandiose
dreams into reality and finding clients to sustain your business. Would-be
entrepreneurs are often discouraged from opening a business because they simply
don't have an interest in marketing. However, when you consider the basis of any
profession, each has something to sell. A physician offers her skills, an
attorney, her knowledge, and the rest of us have to advertise our ability to do
whatever it is we do in the most convincing way possible.
A desire to be self-employed seems simple enough until you realize you need
to actually go out and find buyers for your products and services. Setting up my
gift basket shop after quitting my job as an attorney sounded infinitely easier
than working at the firm. I assumed I'd tell a few acquaintances about my new
venture, they'd tell friends and I'd have a ready-made clientele.
Instead, my neighbors, relatives and former associates thought I'd lost my
mind. Who would quit a profession like law after seven years of college? To make
matters worse, I was running this operation from my basement. I had an
instantaneous setup, but no credibility. I didn't have much to work with.
When I launched the business, I had to take a moment to consider what
marketing really was. It occurred to me that building the business quickly would
involve introducing my product to as many people as I could as soon as possible.
I started with my bank. When I opened my business checking account, I
developed a rapport with the teller who told her manager, who told the vice
president what I was doing. As I slowly infiltrated the bank, each individual
seemed genuinely interested in purchasing gift baskets. Within two hours of
being in business, Le Gourmet had an actual account.
Although I had no inventory, I at least had a client. As I confidently exited
the bank, I left with the declaration that my newfound friends could expect
upgrades and discounts. I ran out and purchased my inventory retail, and pulled
together some attractive products to sell to the bank.
The next day, I delivered a silver tray of chocolate truffles for the
employees and a thank-you basket they displayed in the lobby for a giveaway. The
bank was kind enough to allow me to exhibit my brochures, which cultivated more
sales over the next two days. I made no profit on my first seven dealings with
this client, but the value of my new contact was immeasurable and the cost of
marketing, minimal.
As more referrals came, I made enough money to scrape together a chamber
membership fee. After attending an after-hours get-together that brought in no
immediate transactions, I was invited to attend a chamber leads/sales group.
Armed with an abundance of business cards, I met everyone in the room and walked
out with 30 solid leads and two basket sales to a large Denver corporation. The
leads would compile my initial mailing list.
Hoping to strike while the iron was hot, I ran back to the "office" and
designed a flyer that I mailed that afternoon. I included a coupon for 20
percent off a basket purchase and an explanation of my newly launched frequent
buyers club. Each purchase would earn my clients points for free deliveries and
complimentary baskets. My plan was to make it very easy for patrons to buy from
my company.
The conclusion I came to is that marketing can be as simple as disclosing
what you do. Showing potential customers your wares or informing them of your
skills doesn't necessarily have to involve terrorizing would-be buyers into
making a purchase. We've all been victimized by the multi-level marketer who
came on a bit strong at a party or the door-to-door salesperson who's
interrupting your personal time to make the last sale of the day.
If marketing seems distasteful, you have options. Hire someone to sell on
commission, offer a finder's fee, or give gifts to those who refer customers to
you. No matter what your profession, you or a talented partner or employee can
attend leads groups and chamber meetings to sing the company's praises. And PR
agencies can give you wonderful exposure, as can an expertly designed and
easy-to-navigate website.
The important thing is to let the clients know, verbally and through your
actions, that you would love to have their business. Show the client the
benefits of using your services. Treat the buyer like gold and keep your
promises. When building your company, every client counts.