Business development is a vital function of any healthy business. And it is dependent on interactions with non-customers. This is why trade shows exist. They are like massive dates for people with problems and people with solutions. They are the male and female counterparts that make business work. #Bowchickabowbow Lots of business opportunities are created at trade shows. Because people get to meet, mingle and leave non-single.
Right now, thanks to the Covid-19 curveball, in-person trade shows are simply off the table. As are most in-person networking events. Which creates a major impact on new business prospects for most companies. This is a significant problem to solve. And a significant business opportunity.
Calling It Off
New sales calls are challenged right now too. You can’t simply ask if you can swing by someone’s office to show off your cart of potions and elixirs. Because the people you want to meet with are not there. In fact, most of my clients at The Weaponry have not been in the office for 7 months. Some of them have even moved far from the city they work in, because it doesn’t matter where people live when no one goes into the office.
With all of the Zooming that is happening now, it isn’t easy to get prospects to jump on yet another video conference either. Especially since video conferencing today means inviting people into your home, where families are hosting a 3-ringed circus of work, school and personal life.
Where Do We Grow From Here?
This means that to continue growing your network and your new business prospects you have to find new ways to interact with people. So it’s time to adopt new approaches. Or act like Chubby Checker and put new twists on old ideas.
What I Have Been Doing
Over the past 2 months here is what I have done to expand my network during a time of social contraction:
I spoke to the quarterly gathering of Spearity clients. Spearity is a great management consulting organization. This introduced me to 40 impressive people I didn’t know.
I was a guest on the Sport Coats Podcast with Will Jurgensen. (podcast coming soon to a podcast player near you)
I published 25 new blog posts.
As a result of these actions I have grown my LinkedIn network. I have received new introductions, I have had in-person, yet comically-physically-distanced meetings. I have developed great new relationships. In fact, it looks as if I will have developed at least 4 new clients as a direct result of these activities.
I didn’t make a single cold call. I didn’t ask anyone for their business. I simply gave away my time, knowledge and expertise. I gave value first. And as a result I got even more value return. Anyone can do this. Even today.
Remember it is not who you know. It is who knows you. During these unusual times you have to make sure more people know who you are in order to grow your network and improve your long term prospects, opportunities and sales. Provide value first. And good things will come your way. Even in 2020.
*If you know someone who could benefit from this message, please share it with them.
Launching your own business sounds fun and exciting. Right up until the moment when you have to find your first paying customer. Because a business without customers is like a kite without wind. It just won’t fly.
A friend of mine wrote to me yesterday about a major challenge his startup is facing. He said that like Carmen Miranda, he has had several fruitful conversations with prospective clients. And he was excited about next steps. However, at some point in each conversation it came out that the prospect would be his organization’s first customer. After hearing that, all of them ghosted like Patrick Swayze.
Which comes first, the business or the customer?
I expect my friend isn’t the only person to ever deal with this issue. In fact, every business ever created has had to transition from fantasy-business to reality-business by acquiring their first customer. If you have had this challenge, or are concerned about it as you begin your entrepreneurial journey, here are some tips for getting over the humpty hump.
9 Ways To Land Your Startup’s First Customer
Give Away Your Product Or Service For Free. This approach doesn’t technically give you your first customer, because customers are those who pay for your offering. But what it does do is give you proof of trial. You can point to someone you have worked with. You can refer to a user who has enjoyed your product or service. It can give you a testimonial to leverage. It can offer an example of where and how you delivered. All of those things help make your prospective customer feel like you have the experience they want.
2. Start With Friends and Family Start by turning to those who are most likely to want to help you succeed. If you are making a relatively low cost consumer good or service, approach your friends and family first. They will want to help. Unless you are one of the Menendez Brothers.
3. Site Examples Of Your Personal Experience. Maybe you haven’t offered this service or product under your own banner, but you have done this sort of thing in the past through a business you worked for.
For instance, if you are a barista, a financial planner or a home cleaner who has worked for someone else, and now want to start offering the same type of service on your own, point to the examples of how you have done this extensively in the past. Now, you are excited to offer your customers what you have spent years perfecting.
Even better, you have fixed all the problems your past employer had when offering such goods or services. In fact, the reason you were inspired to go out on your own was to offer an even better product than you could have when your hands were tied by your prior employer. Then show them the rope burns around your wrist to make the whole hands-tied-thing more believable.
4. Offer A Money Back Guarantee. The reason people avoid working with new businesses is because there is an inherent risk involved with working with a new entity before they get the kinks out.
The key is making yourself a safe choice. You can do that by offering a money back satisfaction guarantee. If wasting money is the customer’s concern, and it often will be, a guarantee helps a great deal. However, losing valuable time is also often a concern. And that you simply won’t be able to give back to them unless you have a Delorean and a flux capacitor. So understand when a prospect’s concern can be alleviated by offering to return their money if they aren’t fully satisfied, and when it can’t.
5. Seek Out Other Entrepreneurs. The people most likely to want to see you succeed, after your friends and family, are other entrepreneurs. They have been where you have been and just needed someone to take a chance on them, like ABBA. Someone who was willing to forgive a little early-in-the-game wonkiness. Entrepreneurs love startups. Startups are nostalgic and inspiring to those of us who have been there before. Use that against us.
6. Partner With Another Company That Already Has Credibility. There are lots of ways to sneak in the backdoor. One great way is to tuck yourself into an already proven entity. It’s how The Cowardly Lion, Tin Man and Scarecrow snuck into the Wicked Witch’s castle. In the beginning, my startup partnered with many respected organizations. Those businesses vouched for us. And that was all we needed for client approval. Everyone wins. And it opens up even more possibilities down the road.
7. Sell Your Prospect’s Role In Your Founding Story Every company magically transforms from dream to reality when they acquire their first customer. And that founding story will be told for eternity. This is your customer’s chance to be part of your history and the story you will tell for years to come. The opportunity will be appealing for many. It’s appealing to me. Practice your pitch until it becomes an irresistible Disney-esque story.
8. Offer Steep Early Bird Discounts There are plenty of services that provide sticker shock to new shoppers. Take weddings for example. The photographer, venue, catering, flowers and dress all cost way more than you would have imagined. If you want to break into the wedding game, offer a cure for the sticker shock by offering a soothing, doable price. This is how you get your foot in the door. You will be solving 2 problems for the happy couple. First, you will be offering the service they need. Second, you will provide room in their budget for the other things they really want. A discount on your first gig is no loss to you. In fact, lowering the barrier to entry to get your first clients can unlock the path to millions of dollars in revenues in the future. And with a little luck, your business will outlast most marriages.
9. Work With Former Clients Or Customers. If you already have a proven track record of success with happy former customers they should be the first clients you approach for your new venture. Customers know that people, not businesses are the key to delivering a great product, service or experience. And if you have delivered for your customers in the past, they will expect that you will do the same for them in the future.
This is how I launched my business. After nearly 20 years of working for other companies I started my own advertising and idea agency called The Weaponry. I talked to 5 former clients about my plans in order to get input, feedback, and hopefully interest in my new business. All 5 of them told me that if I did what I was planning to do they had work for me.
In fact, my Original 5 became my biggest cheerleaders. They wanted to see me succeed, and wanted to be part of that success. I think they felt as if they helped discover The Weaponry, in the same way Clive Davis discovered Whitney Houston. Let those former clients in on the experience. Let them help mold your offering to meet their needs.
Because your former clients have history and trust with you, and they know you are starting something new, they will likely be more forgiving of you as you navigate the process for the first time.
Like so many others, I started The Weaponry as a side hustle. Not because I thought of it as a side hustle, but because I wanted to breathe life into it and gain momentum before I quit my day job. And I knew that my trusted former clients would understand why I needed to meet early, late or over a lunch hour. They wouldn’t expect me to be responsive throughout the day, and they would be forgiving of the various other quirks that came along with a startup side gig. And sometimes an understanding first customer is all you need.
A business is not really a business until you have your first paying customer. But there are multiple ways to find that legitimizing customer. Don’t worry about making a profit on your first client. Simply get the deal done. And you’ll have proof that someone else has trusted you with their hard earned money. That’s often all a prospect needs to hear. Then keep looking for that next customer as if your business depends on it. Because it does. Good luck. And get going!
*If you know someone who could benefit from these ideas, please share this post with them.
In 2015 I decided to launch a new advertising agency. I already had a vivid image of the agency in my head. So I began mapping, sketching and listing every detail of the company. I considered the business from every angle. I even created a Life Stage chart of the yet unborn business. It was like What to Expect When You Are Expecting. Except I was expecting a bouncing baby business.
The Elevator Pitch
However, there was one detail that start-ups typically obsess over that I skipped entirely: the Elevator Pitch. It is supposed to be the centerpiece of a startup’s marketing efforts. If you’ve never heard of an elevator pitch, the idea is that you have to summarize the essence of who you are, and what you do, in a short statement that you could deliver to a captive hostage on a brief elevator ride. Apparently, lots of entrepreneurs stalk high-powered executives on elevators, thinking it would be a great strategy for winning their affection.
I’m not buying it.
I hate the whole concept of the elevator pitch. I think it is the most overrated, over-discussed element of salesmanship. And entrepreneurship. And elevatorship.
Sure, it is important to be able to succinctly talk about your business. Your Great Aunt Petunia doesn’t have enough time left on Earth to waste it on your full story. But I have never bought anything or hired anyone because of a brief discussion I had on an elevator, escalator or Wonk-avator.
In fact, I have been in business for two years. And not once have I found myself in an elevator with someone who told me I had 10 floors of verticality to perform the sales pitch of a lifetime.
Instead of scripting and performing an elevator monologue to an audience that never shows up, which feels a little like writing an acceptance speech for an award you didn’t win, I take the opposite approach.
The Quiet Game
I play the quiet game. You know, it’s that game where you see how long you can go without talking. I was terrible at the Quiet Game as a child. Scratch that. I was the Cleveland Browns of The Quiet Game. But today, as an entrepreneur, I am quite good at it. When I meet a marketer, I don’t whip out a polished sales pitch and throw it at her. Instead, I listen.
I want to hear what potential clients talk about. I want to hear what challenges they are facing. I want to know where their pain points are. I want to identify their greatest unmet needs. I continue to grow and transform The Weaponry in response to the unmet needs of our clients. Because we are focused on solving client problems, we grow in the direction that our clients’ needs dictate.
If you want to collect more great clients and grow your business, don’t practice your elevator pitch. Practice listening. Play detective. Or doctor. Listen for the discomfort, the bottlenecks, and the solution-less problems your clients and potential clients are facing. Discover their unmet needs. And you’ll have found your next opportunity.
*If you found anything of value in this post, please consider subscribing to this blog. You’ll receive two fresh-baked posts via email each week. Oh, and you may also dig this post I wrote about My Vanilla Ice Philosophy. Vanilla Ice himself liked it. And Tweeted it. And hung it above his bed (ok, that very last part might not be true).
Marriage is one of life’s greatest adventures. You can never be too prepared for it. Half of marriages end in I don’t. A healthy percentage of the other half aren’t any healthier. So on my wedding day I wanted to cram in one last bit of preparation. I scheduled breakfast with my three marriage mentors, my dad and my two grandfathers (who would all laugh me off the family tree for calling them my marriage mentors). At the time my parents had been married 32 years. My grandparents had been hitched 61 and 63 years.
After we sat down at Emma Krumbies in Wausau, Wisconsin and worked through some Northwoods pancakes and sausage I decided it was time for the knowledge share. I asked The Paternity, ‘What is the key to making a marriage great?’ With 156 years of experience at the table I felt like I just lit the fuse on a 4th of July fireworks grand finale. This was going to be an amazing show. So I sat back to take it all in.
Then my maternal grandfather, Kenny Sprau, crossed his arms, leaned back in his chair and said,
‘Keep doing what you’re doing.’
Um… WTF Grampy? 61 years of trial and error, nine kids and a World War, and that’s all you’ve got? I wanted to give him a mulligan and see if he could hit it past the women’s tee this time. But he went on. ‘You have to keep doing the things that got you to this point.’
Over time I’ve come to understand what Grampy was saying. When we are dating we are at our best. The unfortunate tendency is to drop the hard work, the energy, the attention, and charm we put into the relationship after the contract is signed.
This advice holds true in business as well as marriage. Treat your potential partners well. Act as if you would like nothing more than spending the rest of your time together. Listen. Make them laugh. Show them you are interesting, kind and thoughtful. Get the contract signed. And then keep doing what you’ve been doing.
If you are a creative it is easy to get precious about the work you do. It’s easy to throw hissy fits (although the best place to grab the hissy to throw it is hard to determine). It’s easy to be combative. Oh, and it’s easy to go out of business. The statistics aren’t good.
But in business, as in marriage, listening and collaborating are valuable approaches to your growth strategy. Clients and spouses alike really like that stuff. Crazy right? When you respond favorably to a client’s request they generate something called ‘good feelings’ about you. And these ‘good feelings’ make them want to see you more and work with you more. And the result is business growth.
The opposite is also true. If you are the all-time best seller at The Jerk Store no one wants to be around you. This is true of both the individual and the organization.
If you recognize complacency, apathy or combativeness between your organization and your clients stamp that out like a flaming bag of dog poo on your front porch. The behavior may feel justified today. But you’ll regret the justice leveled tomorrow when you’re trading the offspring in the McDonald’s parking lot.
At the Perfect Agency Project our goal is to treat our current business like new business. We never want to take them for granted. We are trying to re-win them every day. Even after we put a ring on it. Thanks for the wise advice Grampy. Me and Grammy miss you.
Growth is the most important measure of business health. It indicates your trajectory. Which is the best predictor of future success. If you are not talking growth you are talking shrinkage. And no one wants to be measuring shrinkage.
The fastest path to growth comes through pitching and winning new business. Which brings us to the much debated issue of who to send to the pitch. Your organization’s A-Team (the smartest, most likable, best looking, best sales people, best presenters – you know, basically everyone who reads this blog) are also the busiest and least available. Pitching with these people is often misleading since they are already saturated with commitments and won’t have capacity to take on the business in question. But can you afford to send the B-Team when there is growth and reputation at stake?
At the Perfect Agency Project we believe the answer to this question comes from the other side of the table. The prospective client should get to decide who they want to meet. Of course they want to know who will be working on their business. But they also want to know how good and smart and trustworthy your leadership team is. Even if they will see them far less. The key is balance and honesty.
My neighbor Elise Demboski, VP Creative Services at Mohawk Industries shared that one of her great frustrations is that they often really like the person who is pitching the business and acts like they would be involved in their projects and then they disappear once the work starts.
So Elise offered this simple rule:
Whoever does most of the talking at the initial meeting needs to work with us the whole time. -Elise Demboski
We love this standard and have added it to our playbook. It gives agencies the ability to send some of their very best representatives, the A-Pluses, but in a supporting role. You can’t be the ring leader or mouthpiece if you’re not going to be in the trenches with the client every day.
But take this a step further. To be a sustainably successful agency you must continue to scale your team with talent that is fully capable of pitching, winning and running great pieces of business. If you continue to pitch with the A’s and hand off to the B’s and C’s then you’ve become a B and C organization that over-promises and under-delivers. Don’t be that company. Be A’s. Hire A’s. Grow like A’s. Help your clients becomes A’s and you will find yourself not having to pitch business. You will be sought after. Which, unless you are in the witness protection program, is the ultimate goal.