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How To Build Your Client Base
by Susan Carter
Virtually every entrepreneur can relate to the challenge of getting your first paying client, myself included. We each start a business with acquired skills, carefully honed talents and impassioned enthusiasm for what we have to offer.
Unfortunately, we also start
with a lack of references or a proven track record of business
success, which is an ever-increasing requirement of potential
new clients. So the proverbial Catch 22 prevails: You can’t
offer references if you don’t have clients; and you can’t
get new clients without references.
Now what?
Here are five ways that may help you jump-start your reference portfolio:
1. Build on your performance for past employers.
Most people who go into business for themselves have previously worked for someone else using the same skills and talents they now want to market on their own. If you have a good relationship with your previous employer, ask him or her for an endorsement of your work.
A previous employer is not only a great source of information to tout your capabilities, but also has an insider’s view of your integrity, work ethic and personal commitment. This could easily be your most valuable reference when pursuing your first client.
A previous employer could also BECOME your first client. In fact, that’s what happened when I first went into business for myself. When I decided to step out on my own as a writer and communications project manager, the ad agency I was working for at the time used me as an independent contractor. I also approached two previous employers and was able to work on a contract basis for them. This trio of former employers became my first set of references to build my business. It also provided me with a diverse portfolio of work to show prospective clients.
2. Build alliances with other service providers.
Determine how your talent, skill and expertise would complement another’s. Then pursue relationships with them so you can both benefit.
For instance, when I was working at the ad agency, I often worked closely with independent graphic designers. When I went out on my own, I contacted many of them asking if they would keep me in mind for joint projects. One designer was particularly interested because his clients often asked if he could handle the entire project, not just the design work. As a result of teaming together, he was now able to say ‘yes’ more often – he benefited by increasing the number and size of contracts he received and I benefited by getting paying clients and a growing reference list.
3. Be willing to do the small stuff.
When you do approach potential clients, don’t try to hide your lack of years in business but don’t dwell on them either. Focus on what being a new business brings the client – primarily enthusiasm and a “need to please” so you can gradually earn their business. Explain that you want to build your business one satisfied client at a time.
If a potential client is hesitant to hand over a large project, offer to do a smaller project to first prove yourself. It will take the initial pressure off of both of you.
4. Add value instead of lowering prices.
You may be surprised to learn that I don’t recommend reducing your prices just to get a client, even if you are a brand new business. When you do this, you send the message that you really aren’t worth what you’re asking them to pay.
A rate discount says, “my work isn’t worth as much as the other person’s because I’m a new business.” Being a new business has nothing to do with your proven capability or expertise. You’re a new business, not a novice trainer, marketer, writer, accountant, etc.
Instead of lowering prices, add value. If possible, personalize it to the client. For instance, I was once hired to develop a 16-page newsletter for a fairly large company. Once the editorial tone, design and production details were set up, they would produce the monthly publication using internal resources. Part of the process for developing the editorial slant was to survey the company’s customers to determine the topics that would most interest their targeted recipients. So, to add value to my services for this new client, I used the information gleaned from the survey to create a detailed editorial calendar for one year.
Instead of just providing the client with article topics and a production schedule, I included a detailed report of proposed article titles, an interview outline with appropriate questions, and interview subjects with contact information (name, title, phone number). By making it easier for the company’s internal employees to produce the newsletter, I added value and proved my worth without compromising my rates. They never forgot my “going the extra mile” and rewarded me with thousands of dollars worth of work in the years to follow.
5. If you want to reach the masses, you have to be seen by them.
If you give people a taste of what you can do for them you will quickly build credibility, clientele and status as an expert in your field. Develop one, short, benefit-packed presentation and offer to give it to as many groups that fit your target market – free of charge. Chambers of commerce, trade associations, and talk radio shows that cater to your target audience are always on the look out for people who can give their members and listeners information that will benefit their businesses.
When people see you or hear you, you become the perceived expert in your field. Be sure you become that perceived expert before your competition figures out the power of audience perception.
I’ll conclude with two additional thoughts:
1. First and foremost, don’t lie about what you’ve done and for whom you’ve done it.
There is no shame in being a start-up business. Be clear on what you have to offer that will benefit the client and how it is going to help THEIR business prosper. Ask for a chance to earn their business.
2. Word of mouth advertising starts with you.
In an ideal world we would simply do a great job for one client and that client would shout our praises to everyone he or she knows. In the real world, sitting back and waiting for someone else to sing our praises could prove to be a long wait.
Search for and seize every opportunity to let people know how you can help them. Place yourself in networking situations. It can be at the gym, while you’re volunteering for a community project, at association meetings, at lectures and seminars – anywhere people gather to learn from each other or collaborate together.
In a world inundated with direct mail and junk e-mail lining our garbage cans and computer hard drives, the old standard of networking with people face-to-face is back in fashion – and more effective today than it ever was in the past.
Susan Carter may be contacted at http://successideas.com
susancarter@successideas.com.
Click here to view more of their articles. Susan Carter is a small
business consultant and author of How To Make Your Business Run
Without You. Visit her Success Ideas Web site (www.successideas.com)
for Free book chapters, business-building articles and twice monthly
ezine subscription.
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