I’m sure I don’t have to tell you, but running a small business is hard. It’s no piece of cake. There are many obstacles that must be overcome, and one of the most difficult challenges to figure out, especially for the novice entrepreneur, is how to get clients. Without a doubt, it’s one my students most often asked questions. Every potential business owner realizes the importance of acquiring clientele, but most of us are at a loss when it comes to figuring out how to make our wishes come true.
Reality hits us in the face
The odds are that every one of our potential customers, the ones we wish would start using our services, already have someone to fill that void in their business life. They’ve already got someone who offers a service that’s remarkably similar to the one we’re hoping to provide.
The stark reality of the situation is that we’ve got competition for clients before our new business even opens its doors. Unless we’re inventing a brand-new industry, one that’s never before existed, there’s already more than enough (insert your chosen profession here; home inspectors, for example) in the world. The market is already saturated. The competition is already out there. The number of rival business owners is already overwhelming.
With the odds stacked against our success, what’s a new business owner to do?
While it’s certainly a monumental challenge to figure out how to wedge ourselves into an already overcrowded field, the truth is that it’s not impossible. New businesses open every day, in every industry. While many of them fail before they really have a chance at success, the fact remains that some of them do eventually find success. A few new businesses figure out how to get those customers; how to beat the odds and make a name for themselves in an already oversaturated marketplace.
So, don’t get too discouraged. Some new businesses are successful.
The secret sauce
So, what’s their secret? Why do some start-ups make it to the big time while others languish on the sidelines? What did those successful business owners figure out that all those others failed to see? Is there some mysterious trick these business owners have, that’s available only to a select few individuals, the ones that know the secret handshake?
How do we not only get someone to use our services, but more importantly, how do we become someone’s favorite inspector? What do we have to do to become their go-to guy or gal?
Many business owners think the trick is to stand out from the crowd; to do or offer something that’s different from their competition. While there’s no denying that it’s important to be able to distinguish our business from our rivals, just being different isn’t enough. Remember, there’s a new entry into our space every single day. A new start up to contend with; a new challenger for those customers; a new rival for the attention of those consumers.
And we can be certain, whatever new, different and exciting thing we discover to get our foot in the door won’t remain new, different and exciting for too long. When something works, it’s soon copied (and improved upon) by every one of our rivals. Our new gimmick won’t remain exclusive for long.
Imitation is the sincerest form of flattery.
Charles Caleb Colton
A foot in the door
Now, don’t get me wrong. Being different from our competition is certainly important. Different gets the phone to ring; different gets us in the door, but what we do once we’re inside the door is much more important to our long-term success. Obviously, having a high-quality product is important, but it’s not the be-all and end-all. Our business won’t flourish just because we have a great product. There’s plenty of failed businesses who’ve had a wonderful product. And there are many successful competitors out there whose product, to put it bluntly, sucks compared to ours.
How do these businesses, who are clearly producing an inferior product, remain productive, even highly successful, in what’s obviously a very competitive marketplace? What do these businesses have that we don’t?
The answer can be summed up in one simple word: relationships.
The importance of developing relationships with our customers cannot be overstated, but it’s a part of the marketing equation that’s most often overlooked by struggling business owners. Developing a bond with our clients is the linchpin between success and failure in any industry. Unfortunately, it’s also the part of our business that’s the most difficult to develop.
Build it and they will come
Building relationships takes time; a lot of time. Developing trust between two people who are (initially) strangers isn’t something that’s going to happen overnight. Just because we walk into someone’s office, hand them a business card and a chocolate-covered donut and ask them to use our company doesn’t mean that it’s gonna happen anytime soon.
Unless we’re a contestant on some kind of crazy reality TV show, we don’t expect to ask someone to marry us on the first date. We need to take time to get to know each other before we start making long-term plans. Business relationships evolve the same way; it’s not an overnight process. Potential clients (those real estate agents) need some time before they’ll start trusting us with their valuable clients.
Lending a helping hand
So, what can we do during this waiting period to help our new relationship grow to maturity? Are there any steps we can take to help this process along? Obviously, just being present is one of the most important things we can do. We can’t start pouting just because our potential clients don’t jump at the chance to utilize our amazing services the first time that they meet us.
Slow and steady doesn’t sound sexy, but it does win the race.
Just being present, letting them know that we’re there if they need us, can help to develop a level of trust between us. Let them know that we’re interested in a long-term relationship, not simply looking for a one-night stand.
Even more importantly, we should always be there to offer our help. When they need something, no matter how small, we need to offer our assistance. Do something thoughtful. Provide some expertise. Give of ourselves without expecting something in return. Show that we’re someone who’s looking to make them more successful, not just someone who sees them as the path to a paycheck.
Lead with service
Some of the most successful entrepreneurs I know lead with service. They started their businesses by giving freely of themselves, putting their knowledge and expertise out there for the benefit of their audience, and asking nothing in return. By developing relationships with their followers, by developing a tribe, by coming from a place of charity and not focusing on profit, they were able to amass a thankful and dedicated following. Then, once they did have a product to sell or a service to offer, their followers were more than happy to show their thanks by supporting their ventures.
Building a successful business is challenging. Creating a business that will stand the test of time, and remain productive in the process, is even more difficult. The only way we’ll achieve real and long-lasting success is by creating meaningful relationships with those people that we wish to serve.
Take a moment to do something nice for someone you appreciate. You may discover that the long-term benefits outweigh any short-term inconvenience you experience. And you’ll likely be happier (and more busy) as a result.
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Thanks, Joe
