Business Leads Ė Turning them
Generating those first business
leads and turning them into customers is probably the hardest
or at least most worrisome part of starting any business. You can do all the planning, make all the forms and prepare
the ads and brochures, but when you first start looking to land
that first customer, this is when the rubber meets the road.
Simply put, until you have your
first 7-8 customers, you simply donít have a business.
You have a plan. Getting those first business leads and turning them into
customers is critical because:
They tell you, those around you and, future
customers that you are legitimate and your services do have value.
They can give referrals, references, and
testimonials to the value of your services and why other customers
should also trust you
They provide feedback to you about the value of your
services and how you can improve your performance
There are many factors that stand
in the way of making those first business leads into
customers, but one of the biggest issues is that if people donít
know you or know someone that knows you, they have no reason to
offer you their blind trust.
You cannot offer them any customer referrals from your
business and when prospects find out that you have no business, it
can instantly throw up a red flag.
Explain your new business status all you want, but to many
people, there is still going to be a doubt.
This is particularly true in the
personal services fields and many people will choose to go with
the more established companies that have a solid performance track
record and dozens of clients to give as references.
You are probably going to fail a lot in the first few months. You will lose a lot of potential clients simply because of
how new your business is and the fact that the number of avenues
that clients come to you will be limited.
One way to get around this quickly is to identify your
cold, hot, and warm markets and how and when you should attack
A cold market would be the
average person that would see your ad in a newspaper or on
television. You can
draw business from these, but itís tough and you have to warm
them up before you can even hope for a contract.
Simply put, if you have not been
in business long and you donít have people that call you in to
simply take the business, you donít have a hot market yet.
Hot markets are hard to come by, they often fall into your
lap, and they only happen when someone is very familiar with what
you do and they have an immediate need.
When someone's mother is coming
home from the hospital tomorrow and the adult child cannot take
off from work to provide care, this is a hot lead. There is
little need to convince them of the need for the service. If
you are the first one in the door, you probably have a client
unless you really blow it.
markets are the ďsweet spotĒ of marketing for new and
established businesses. For
the most part, they are considered warm because they come to you
through a trusted referral. They
have the need, they know what the need is, and they have been told
they should talk to you.
- Creating Warm Business Leads