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We
can talk about writing press releases, taking out ads and sending out
mailers. Yet, think about it. In tangible terms, how are you going to get
those first few customers? Your first customers are so critical to your
success because they:
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Legitimize
your offering, demonstrating that yes, there is indeed a market for your
products and services.
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Provide
valuable feedback to help you improve your business operations.
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Give
you real testimonials, which you can leverage in subsequent marketing
campaigns.
Tapping
Your Warm Market
Where
do you find your first customers? Well, ask yourself this question: Who are
the people most likely either to buy from you or send you good referrals?
Yep, those are the people you know—your "warm market." How do
you approach them and get the word out? The first step is to build your
initial list of warm contacts. Here are 10 questions to stimulate your
thinking:
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Who
are your personal friends—and their friends?
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What
about your school connections? Brainstorm a list of classmates,
teachers, fraternity brothers, club members and so forth.
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Who
are your business connections? These include former employers, employees
and customers.
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Who
are contacts within your civic activities? Are you a member of any civic
clubs like Optimist International, Rotary or Kiwanis? What about fellow
church or synagogue members? Think of all the organizations you belong
to.
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Who
are your contacts in trade associations you've been a part of over the
years?
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Who
are the tradespeople you know? Include folks like your lawyer,
pharmacist, doctor, dentist, plumber, insurance agent, hairstylist,
mechanic and even your babysitter or nanny.
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Who
are your neighbors—both past and present?
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Who
do you know through your sports and hobbies, such as hunting, fishing,
running and golf?
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Who
are the people you know because of your home? These contacts include
your mortgage lender, real estate agent, builder and so forth.
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Who
are the contacts you have through you and your spouse's families?
You
know quite a few people, don't you! Now, how do you leverage this list to
land your first customers? Here are a few cost-effective ideas to get you
started:
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Send
a personal letter and follow up with a phone call a week to 10 days
later. In this
letter, announce your new business. Offer a free consultation or a
special discount, something to create interest and excitement in what
you're doing. Perhaps you could offer to pay a "bird-dog" fee
to those contacts who send you referrals who buy from you.
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Use
the telephone. Call
some folks to "catch up." Find out what they're doing and then
share about your business.
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Set
up breakfast, lunch or coffee meetings. Set
it up as a "feedback session" where you present your product
or service in a low-key manner as a way to solicit feedback from the
person. At the end of the meeting, ask the person for referrals to
people who might benefit from your offering.
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