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FIB - Scams 101 - Ye Olde Archives
Posted By: Mel. White In Response To: Question for board: How do you get new customers? (Dave)
Friday, 13 January 2006, at 6:49 a.m.
For instance, you need to know who your competitors are (are there any) and what the attitude is of small businesses toward your medium. For instance, if I have a small classical music internet radio station and I'm trying to sell air time ads to a town the size of Coahoma, Texas (population about 3,000) to broadcast via Internet to the world, business owners will see no benefit in buying an ad from me because...
* it doesn't target THEIR local market
* although more people listen to radio than use the Internet, one of the smaller audiences is the classical music audience.
* even fewer people listen to Internet radio than browse web pages and so fewer people search for it.
I don't know how you're presenting yourself, but most like to see hard numbers (for example: 'a recent survey of local customers show that 14 out of every 100 listen to WRR. This group tends to be well educated and have good income and likes to buy international objects d'art.') They may not have a lot of money (these times are still not booming) and they may want to see quick results.
> As for myself, I sell advertising to small business owners, so what I'm
> doing now is contacting them first by phone, then faxing them some
> information if they seem somewhat interested, and then I follow up with a
> second telephone call to see if they had any questions and to hopefully
> get their business at that point or after a few other follow up phone
> calls.
Good technique, and not a bad result, actually.
> In looking over my fax to sales ratio over the past three months, I've
> learned that, for every 11.5 faxes I've sent out, I average one sale.
> I
> was wondering what other methods people use to get new business, because
> the huge downside to what I'm doing now is that it's very mentally
> draining.
The key for business is not to get NEW business but to keep old business. If it's a one-time sale product, then referrals and networking are often the best methods of getting clients with a higher likelihood of purchase of product.
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