Finding customers for small businesses

Finding new customers and giving excellent service to existing customers is the only way small businesses can operate. Here is a list of places to find new customers for almost any type of small business.

Existing customers

Having a few satisfied customers can reap big dividends. Work hard to keep your initial customers happy and then ask for referrals. Don’t use all kinds of gimmicks. Give small appreciation gifts as appropriate but ask for them to refer someone who had a need that was similar. Of course, if your company offers more than one product or service you can find out your existing customer’s need and offer something new to them.

Service your customers well before someone else does!

Business networks

local chambers of commerce and referral business groups are obvious networks where a business can participate. Be willing to spend three months to six months getting to know the participating members.

You can also create your own business network. Develop a name list of different people you meet, enter the names in a database (a simple spread sheet will do), and then find a location to meet for a business mixer and keep it simple. Send out an email saying, “let’s network at __location__ on __date__ from __time__. Invite ten people to join us. No host bar. Bring 10 business cards.”

If you send an email invite to 10 people and they send an email invite to 10 people (some may overlap) then that’s 100 people and having 15 to 20 show is realistic. The only cost for people is the cost of a drink.

Tip: Listen, listen, listen and ask questions, questions, questions. When participating in a business network the number one rule is asking a question of a person you’re with and then listening for their response. Don’t try to sell, sell, sell. The more you try and sell, the more you will turn off potential prospects and referral sources.

Asking assessment questions is critical.

Complimentary businesses

If you run a day spa, you may want to network with a local chiropractor, health food store, beauty salon, and other complimentary businesses.

Competitors

Why not have an expo with competing businesses? This may be risky and dependent on the personalities of the other owners. However, here’s the rationale. In a town, most fast food restaurants are zoned in the same area. Or the big box outlets like Home Depot, Lowes, and Walmart are fairly close to each other. Consumers want convenience plus value. Having multiple selections close to each other can drive more business into the same area.

Referrals

Build a referral network and plan to feed it. A chiropractor told me a friend of his works at a local hospital and refers patients to him. The process to get the first referral took six years! And they were friends.

Your perfect client/customer

Remember to first ask questions of other business owners and service providers. Find out as much about them as you can and do it because you care. Then when they ask you about what you do, keep in mind a profile of your perfect customer. Think of a 30 second intro, a one-minute intro, a two-minute intro.

Your intro is not meant to sell someone on your product or service, it’s meant to raise curiosity. If you make someone curious then they’ll ask further questions and that will open the door for a more in-depth conversation. When it’s appropriate then you can ask for a meeting.

Don’t rush this step. If they don’t ask for more info, then move on. You will eventually come across them again if you stay active in the business networking community.