Which Direction Is The Best?

5 replies
Hi Everyone,

I'm starting to think more and more about building a business with local clients but am unsure about the best way to go about it. I've read a lot and there seems to be contradictory advice. Would you who have had success in this area please chime in?

Here are the options I've been hearing about:

1) Start off with an email to wean out those businesses who might want your services. This will save you a ton of time from walking from business to business. Having said that, businesses get emailed all the time and will tend to ignore your emails.

2) Start off with a free service that you give to them. This will build up a relationship and you can sell to them after you have built this relationship

VERSES

Go from business to business and when you do find a client charge them good money as this will make up for all the times you heard NO and didn't make a dime...

3) Sell them something that they understand. Most businesses find SEO and mobile websites difficult to understand so sell them advertising space on postcards as they understand this form of advertising.

These are just a few contradictory ideas that I see...

Can those of you who have successfully built up a local customer business chime in on what you think is the best way to proceed? If you had to do it all over again what approach was the best use of your time.

Thanks
#direction
  • Profile picture of the author animal44
    1. Email: you'll likely find emails will be ignored.
    2. Free service: We started out offering a free SEO Audit. 9/10 or even 99/100 they didn't convert into a sale. When we started charging we got less enquiries, but they converted far better.
    3. Something they understand: If you pitch things in terms they understand, then you're more likely to make a sale.

    If I were starting over, I'd approach business people I already know. These are friends, family, people you already do business with.

    Then focus on getting to know other business people, especially those who have influence and reach. Don't necessarily try and sell them something, just stay on their radar so when someone asks them if they know someone who does whatever, you come to mind. I get a lot of referrals from people who have never been a customer, because I'm always on their radar.

    And have a proactive referral system in place. Give people a reason to refer you... We tried all sorts of ways to get clients, referrals gave the best quality clients. And reward those who do refer with at least a thank you. A relevant personal gift is even better.

    Collect local advertising. These are people who are already spending. Research them. Find a reason to sell them something. e.g. a restaurant who's website is not responsive and displays badly on a mobile. Then you have a talking point.
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  • Profile picture of the author Jason Kanigan
    Just about anything will work...if you stick with it long enough to figure it out for yourself.

    The map is not the territory.

    So let me ask you this: of the two sets of ideas you described above, which feels more empowering to you?

    Which would you rather be known as? The Freebie Guy, or the Real Business Guy?

    I know where I come down in that decision. But I am not you.

    Remember that you must work just as hard to make a "free" sale as a "paid" sale. Free does not mean without cost--the user still has to give you at least their time and commitment in return. And to them, those could be the most valuable things in the world. They are to me.

    The Free approach could work, if you have access to a distribution channel that will allow you to get tons of users overnight. Then you can qualify each further, to find out who has serious problems you can fix...for upgrades to becoming full paying customers.

    This is why it's not really "contradictory." Anything will work, if you put enough time, resources, and commitment into it.

    Which approach will work best for YOU? Look to your existing comfort zone, beliefs, and past performance for guidance. There are no guarantees.
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  • Profile picture of the author Zodiax
    You could also pick up the phone and dial.
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    • Profile picture of the author Ron Lafuddy
      Originally Posted by Zodiax View Post

      You could also pick up the phone and dial.
      Yes!

      Taking Action will provide the answers you are seeking.

      No forum can give you that.

      Good Luck!

      Ron
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  • Profile picture of the author RR151
    Working with the local business and their Raving Fans...

    What about this for an invitation?

    It is a coupon but don’t call it a coupon. Call it an invitation…

    Here is a coffee shop example:

    Give each of your regular customers 5 business cards worth one free coffee/muffin. Be sure to add their name on the back of the biz card. Why? It makes them important to you! They can say, “My name is on the back of this invitation to coffee/muffin…So just tell Mary that Joe sent you.”

    If you can personalise your invitation to a coffee/muffin it is way more powerful. What are these invitations doing? They are empowering your raving fans to find your next raving fan and trust me they will be proud to help out.

    What's the cost?

    It’s just 20 bucks for 250 premium business cards. These cards do two things 1) build the relationship with your morning coffee drinker called your raving fan and 2) someone else is telling everybody where to get the best cup of coffee.

    What is more effective? You handing out coupons or your raving fan inviting people to taste your coffee/muffin?

    Keep track of the invitations as they come in and add up how this marketing strategy helped the bottom line…it will be the best 20 bucks you spend…

    Just a thought, RR
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