Real Stories
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Hard to grow your client base as a single-person operation?
Posted on: Oct 17, 2007-
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Posted by:
mpoweringu
Member since: Oct 10, 2007mPower Consulting Charlotte, NC
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The Challenge
Trying to increase your client-base when you are a single person operation with only 24 hours in a day! You had better focus on your delivery!
The Story
When you are one person trying to run your accounting, finance, administrative, marketing, operations, and customer service departments during a 24 hour period each day, you start to wonder "How the heck am I going to grow this thing?" You do not have the time for networking events or posting flyers and you do not have the budget for any sort of advertising campaign (both online or in the physical world!)
So what do you do? I say focus on how you deliver your product or service!
Think about it! If you are a service-based company, then you are being hired because of your expertise in a given area (or because you are cheaper than your competitors.) The only thing your client expects is for you to deliver what they are paying for. You, however, actually have much more knowledge about what your service is provided for and why it is needed than your client may know and/or think they need to know. Educate your clients about your industry, products, and services and why they are needed. Share your knowledge with your clients that can help them make better informed decisions in the future and possibly prevent any problem situations that may arise down the road. Giving your knowledge to you clients is free to you, but invaluable for them!
The rest is up to you! You should be managing the entire client experience with your company in a way that promotes honesty and integrity! Become a vendor they can trust and count on! Show them you want them to become as successful as they can be by exceeding their expectations! Not just in terms of the service you are providing, but the way you provide it and the knowledge you share with them! They will love you for it and sing your praises, and not just to you! When they come in contact with others that need your services, they will remember you!
Now your business growth is fueled by FREE marketing in the form of word-of-mouth advertising and client referrals!
Advice for Others
Always attempt to exceed your customers expectations not just in your work, but in the sharing of your knowledge and the delivery of your service with honesty and integrity!
akgold says:
I agree. When you are a smaller organization, it's the personal relationship and empowerment of clients that is a competitive advantage. It's one of the biggest reasons that major companies want to do business with the smaller firms. When we empower people, they are grateful. It gets beyond just project and end results. Everyone involved in the process comes out a winner. Great story.
market value says:
As a small business owner, a great solution for the "one-man" operation is strategic partnerships. If you can identify complimentary service providers who can assist you in delivery of your products/services (without compromising quality), you can scale quicker. I agree with the author of this post that service quality and integrity are fundamentals to giving yourself a chance to grow. With that said, finding partners who can help you facilitate your services can go a long way in new client acquisition and revenue growth. Bottom line, you only incur the expense of a partner's services after you have received a client who contracts you for services. Your agreement should reserve you the right to outsource at your discretion, while delivering what the client is paying for.
faithsem says:
As a company of one myself, I find that doin business with honesty and integrity goes a long way with the clients that i have. As an example, at the end of a hectic day as we were counting the sales and doing the % that I was giving this particular client for the prividilige 9sp) of selling there she had given me back too much money. When I questioned it , she said she was correct. WhenI went tback to my area to break down, I went over the figures again...she had indeed given me back to much money. I went back to the cash office and showed her the error. She was very appreciative...it's just good business!
VirtualAssist says:
I agree fully, as well. I also know that its hard to run a one-man show with only 24 hours in a day. It is possible, however, to concentrate on increasing your client base if you have a little help. Imagine the attention you can give your clients when you don't have to worry about bookkeeping, travel arrangements, website development, newsletter creation, or other administrative tasks.
Teaming with a Virtual Assist is an excellent way to go. With a Virtual Assistant you are able to take administrative tasks off of your extremely full plate and pile on as much customer contact and marketing as you would like, without having your expenses outweigh your profits.
A Virtual Assistant (or simply VA), is an independent contractor providing administrative, technical, or sometimes creative assistance to businesses--usually to other independent entrepreneurs and solo and small business practices, such as that of a lawyer, realtor or coach (business or life). Virtual assistants work from their own office (hence "virtual"), thus making overhead non-existent.
Virtual Assistants handle their own taxes, provide their own benefits, and have their own equipment to support your business. They work either on an hour-by-hour basis or project basis. They only charge for the time spent on your work, so you will never pay for idle time, lunch breaks, or vacations.
I always encourage small businesses to consider how much more professional their business can be with PROFESSIONAL assistance. It's never too late to team with a Virtual Assistant.
faithsem says:
Where could i find sucha person??? Things like bookeeping ad trying to maintaining my website are time consuming...and sometime go by the wayside; neither of which is a good thing especially this time of year. I need some help!
VirtualAssist says:
Go online to www.virtualassistrfp.com, post an Request for Proposal (RFP) of what you need assistance with, and qualified help will get in touch with you. You can then choose who you would like to team with that is the best fit for you. Posting an RFP is free of charge. Best wishes!
Lighthouse24 says:
The value of educating our customers cannot be overstated -- for each of the reasons highlighted in this story.
faithsem says:
Thanks ever so much for the tip! Will check it out today!
Buyer Online says:
So what do you do? I say focus on how you deliver your product or service!
If you want to success in this area, I sugess get into a partnership with the expert on it.
UPS is a excellent resource for most of delivery, contact a local UPS Account Manager, will desing
a effecient and effective model to do it, don't forget to request rates discounts. Very good, also
recently I became a member of a Buying Power Group, name DHS Club, join free;
https://www.clubshop.com/cgi-bin/members/MS3854455
It is hard to grow your client base as a single-person operation, but cut be done by geting the correct partners.
Thank you.
Khutie2005 says:
I'm encouraged by your story and feel that i can make it after all. at least for now. considering i'm working alone.
Concierge1020 says:
Excellent article! I agree with others in saying that networking and partnerships are the best way to go for a "one-man show". And as VirtualAssist noted, there are professionals who are ready to pick up your outsourced work, which will free up more time for you.
Our organization provides personal assistant and concierge services for individuals, small businesses, and corporations. Our clients are not strictly located in the Charlotte, NC area since we can provide management, administrative, and accounting assistance for any client located nationwide (whether we perform in-house or provide the client with a reputable referral).
Our website, www.ConciergeofCharlotte.com, provides more information and applications for those interested in learning how to outsource their operational tasks.
applianceguy3 says:
You are so right about what it takes to get customers, keep them, and get referrals. I have been complimented from my customers on my approach to customer service. Having owned and operated brick and mortar stores before retiring to open my on-line appliance business, I gained a wealth of knowledge in all aspects of the appliance industry. I offer this knowledge to my potential/existing customers which they appreciate. Nowadays, it is rare to go into a store and find a salesman who is willing or able to supply enough details to help a customer make an informed and educated purchase. The rapport I develop with my customers have enabled me to continue my successful on-line appliance business. We are now 5 years in business, strictly on-line,and bring 25+ years of experience along with us.
England says:
Being a one man show is tuff. You have to wear many hats. But you must be organized and what I have found is to have a good database. In my business, I have to keep up with several clients at once and if it were not for my database I would not be as successful or confident.
Jimbo555 says:
I have, as of recent, found "strategic" partners that can help deliver my product (without compromising quality), which frees up more time for Marketing, Shows and Alike. The downside to this approach is that I may not make as much per sale, but it does keep me in the game and improves momentum as I make it to the next level.
I have to agree though, getting the word out is a 24hour a day job in itself.
I like this article.
mpoweringu says:
Thank you all for your comments! Jimbo555, I absolutely agree with the use of "strategic" partners. It is how I have successfully grown my business from the beginning. When you start as a single-person operation, the key to faster growth is to figure out how you can increase the number of people "selling" you. Strategic partners do just that. They are your evangelist. They become part of your sales team. Now, instead of one person trying to find the best event to attend to get the name out and grow the business, you have a few at different events all touting your business. It's the best "free" advertising I have!
inspectors says:
Starting a business is hard especially when your contacts are used to their current providers. How can you change their minds to even try your services? We have offered FREE one time inspections and feel our services are far and above others in our field. Trying to market, work and get all the paperwork taken care of is a 24/7 job. At least I can set my own schedule and can allow for a day for paperwork.
Jimbo555 says:
I think people who had worked for others in the past (in a sales capacity) has the upper hand in this arena. Many clients tend to tie the Sales Man to the service, or product that was sold to them.
In my past life (as a Commecial Credit Analyst) for example, I have seen Sales People roam from Lender to Lender and their client base would follow.. A large percentage of the client base would continue to do business with the same Sales Person "until" they are no longer satisfied with the service the Lender was providing. Believe you, me, their (the customers) thresh-hold for tolorance was never that extreme.
They then start to shop around, and ultimately start doing business with someone else. I think it is very important to understand that this type of activity happens all the time. This could potentially give any start up business (in any industry) an opportunity for business. But the customer needs to know where to go....
I therefor feel that "getting the word out" is very important. Creating strategic relationships is one of several very inexpensive ways to get the word out.
I, personally, started my business in a field I had no experience in. To make things harder, I had elected to manufacture and sell a very unique product.
To get customers knocking on my door, I had to:
- Create an effective internet campaign.
- Use suppliers that would advertise my business in exchange for me using them as suppliers.
- Create relationships with other contractors (my competitors) who manufacture (or build) similar, but different items. They refer me, I refer them.
- I attended Shows (related to my product) which cost a little bit but are well worth the exposure AND ARE HAPPENING ALL THE TIME.
- I have shippers that are willing to refer my product AND have a magnetic sign placed on there semi trailer while transporting my product (Great Exposure!).
- My product, once delivered, stays outside, where other potential customers can see it (good advertising).
- I Employed a builder that will refer me and build my units at a very reasonable price (when I fall behind), not only do I pay him for his services, but also will refer potential customers to him for other severices I don't provide (A non-compete on Luxury Hound Houses was signed by said builder just in case).
- I once Anonymously sent an email to a local news station on my unique product and they came out and did a story on me (Good advertising).
- One time a local news paper saw my add on Ebay, and did a story on me.
- Thanks to technological advancement, said stories above remain online for potential customers to refer to.
- Craigs list is an extremely stong and affordable advertising medium (Trust me on this one).
- Needless to say, if my customers are "happy" with my product; word of mouth does wonders.
- Bulliten Boards, Ball Caps, T-Shirts, Relatives, Friends, Former Co-Workers, Newspaper adds, Free online adds, Blogs, MySpace, Online Articles, Business Cards, Etc.
I don't know what your service is, but I am certain (with a little imagination) could create a "strategic relationship" of some sort, even if it meant, only, referrals bsck and forth. If I had my way, I would have every participant in this forum contact me and see what could be worked out.
I think that "Getting the word out" is one of the most important things to starting a business. However, to everyones point, it takes time. In the end it pays off.
P.S. I didn't edit this comment.
Jim H.
Jimbo's Hound Houses, LLC
http://www.jimboshoundhouses.com
Jimbo555 says:
By the way, why aren't we all working together to help each other succeed in our new business? I would imagine we all to tell at least one other person about our respective business?
focused4real says:
The post was well written, i will apply it to what i believe in the 80/20 rule. To give 80% of your time to the clients that are paying and give 20% time to the potential customers. The more you give to the clients that pay, the more you will find yourself becoming a service to them, and before you know it you will be taking on more tasks for them and creating more revenue for your company.
blitzlocal says:
mpoweringu-- great advice! Ultimately, you are selling YOU, not the company. People buy from people and you have that going over you versus a company. We win deals all the time against much larger companies, largely because of personal relationships.
Dennis
analyst, blitzlocal.com
small business advertising on the web
Ozarksagent says:
It sounds good but where did you get those clients you started with? I have been in business for almost 2 years and have been able to actually work with only a half dozen actual clients that could refer me to anyone and two of them were out of state. Attracting increasing numbers is my challenge, if I stay in business long enough to figure this out, real estate is tough these days.
TryTLC says:
Excellent suggestions..
Great thread.
Warmly
Christina
thesmallbiz1 says:
Thanks!
TheGloveGuy says:
I agree with you totally, you have to stand out to customers so they remember who and what you do. With our business we point out that you can feel, touch and try it on before you buy. Most companies have gotten to the point of ordering out of a catalog or online and never seeing the product. Find that niche that makes your company or product stand out.
STRAIGHTALK says:
Very nice article, I really like to read stuff that is educational & motivative and Your story was both.. Thanks a keep up the great work..
mpoweringu
Transitions says:
Thanks for all the great tips about building strategic alliances. Our business is based on trust above all else. When you've been referred to a potential client by someone they trust, you are already several steps into the sales process. I appreciate all your specific suggestions. We are using some already, but it is always great to revisit ideas that get pushed aside in the flurry of delivering the service.
andynj38 says:
thans for your write up, you are absolutely right. Trying to get new customers can be very challenging at this difficult economic times. But we have to keep working at getting more customers-Rome was not built in a day. http://www.vinonagroup.biz
optimistigal says:
As a insurance agent, I ended up refering my prospect to cheaper vendor often, and received lots of criticism from business colleages...any tips to stay on thin line of integrity and being a good sales person?
spataneous says:
As a new small business owner , I agree with what you have written.
I have found a need and filled it with exceptional customer service(as per client feedback). All of my clients are treated like V.I.P.'s because to me, they are.I believe that everyone deserves to be treated as royalty whether they spend $100 or $1 at my shop.This philosophy will carry me through these tough economic times.
mpoweringu says:
Thank you everyone for your comments! It's wonderful to see all of your responses that also confirm for me that my thinking appears to be good in this area! It's a battle for us all, but one that we all can win!
optimistigal:
Without going into a long, drawn out explanation or thought process, let me just say that this is actually an area to capitalize on. I hate to say it, but insurance is insurance and in the coverage, fees, etc. there (in my experience though) isn't much difference between the available difference. Honestly, that's because they may not choose to be different. Some focus on rewards for good behavior (think "Allstate" commercials.) Some focus on reduced rates that "never will go up" (think of those life insurance plans targeted to seniors.) Some just try to attack why there coverage is better (but more by the clever marketing message, not always by actual marked improvements in coverage.) For you though, it's individual. It's personal. You're one-on-one with your customer/prospect. If these prospects are coming to you shopping on price, then it's likely that they're not really shopping on coverage/service. They just know they need insurance and they want to pay as little as possible to get it.
So here's what you may be able to do. Get personal with them. Get real with them. Talk to them about their unique situation. (Trust me, most every customer has a unique situation. You just have to coax it out of them!) Then, with your experience, start to give them examples (hypotheticals or real stories are good here) of what COULD happen to them that would and what type of coverage would best mitigate the financial damage that comes from this event. (NOTE: Here's a tough one. Don't talk about your product or service here. Just talk what coverage generically would be the best in that situation.) Tell them what would likely happen if they didn't have this coverage or service. (Try to use real numbers as an example. Then show if hidden fees hit in, points, anything that could affect the coverage they purchase.) Talk not just about the financial strain it could have on a family, but the emotional strain. (Loss of work, loss of possessions, maybe even lost of family member.) Let them give you feedback. They may already have an example of where this has happened in their life (with themselves, a family member, a friend, etc.)
Now, talk about what YOU as an agent WOULD do/recommend for a person in that situation. How are YOU personally going to help this person get through these tough times? What would YOU do to make sure that person is prepared for those situations? Remember, if they're just coming to buy a service that, unfortunately, is somewhat considered a commodity (I get multiple calls a month from insurance agents of all types... so obviously there are plenty of vendors,) then they will go by price alone. If they feel that they're buying a "personalized" service, one that gives them an active partner in their life to help them prepare for life's twists and turns, that will be with them through it all if/when an event like this happens, that can ensure them that their family is taken care of should the unthinkable happen... now they're buying the person and the person is worth MUCH more than just the service! Now, price isn't the main concern. You've made the case of why they should focus on that key individual who will be a part of their family to ensure they're prepared and protected when uncontrollable events happen, and they can sleep comfortably knowing you care and you're on top of it!
OK, so that did get a little long winded! I apologize. The basics are this: If they're just buying your product/service, then most people buy on price and you have no control over that. If you can convince them that they're buying you and you can explain what all that means that you WILL do for them (that's the integrity piece, if you sell YOU, then YOU BETTER DELIVER!) then they know longer focus on the price, but the value that YOU personally bring on top of the product/service!
Now everyone's case is different. You sell a service that constantly keeps you involved in delivering it. Some of you may simply be retailers that sell products. So your customers come in, pick a product, buy it, and walk out. Well, I'll just have to write an article about what you could do differently to make that same personal connection!
I hope this helps! Thank you all!
Brian Hamlett
stemmenter says:
This article is very true. Between advertising which is a full time job alone, and product development,and pr. It just doesn't leave any room for time off. I juggle my schedule I have certain tasks that I cover certain days and of course advertising and marketing days are my long days because with out sales there is no reason for product development. It is very easy to get burned out if you are not careful.
http://www.trafficwave.net/members/stemmenter/affiliate.html
http://www.stemmenterprise.com
safetyguy says:
Being a one person show is difficult at times. In addition to the service that your clients are buying, you may find success by sharing with existing clients the other services that you can provide. Expanding into allied areas where you have expertise increases your marketability. Some clients like the "one stop shop" concept and may increase your share of their business if they know what you offer. A business mentor once told me "never say no to an opportunity until you research and are sure that you can not meet the need".
localshoppers says:
That's good point. Pass the knowledge to your customer. hmmm..
Educate your customer! Right on target!
http://www.SmartLocalShoppers.com - Support Local Business! Shop Local Stores!
snipes119 says:
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artforart says:
The amount of feedback this story generated should prove it's worth to read and the responces are just as valuable. Thank you, artforart http://www.mainstreetgalleryarts.org
ITpartner says:
I share the same opinion as most of them do regarding this article. Also liked Jimbo's suggestions. If I may add, when the knowledge that you share with your client results in a measurable business benefit to the client, that it becomes a real value add. We did this with one my client and made 'continuous business improvement' plan as a bi-weekly deliverable.
hairsecret says:
Thank You. I appreciate your advice. And I totally agree!
Blessed with Success,
Sophirian Kim
www.hairsecretsalon.com
hairsecret says:
This is simple and inspirational! Knowledge is power. Sharing is caring. When clients feel cared for, they will return.
expresspower says:
Definitely, stellar customer service brings customers back and prompts them to refer others to you. I am finally getting to the point that referrals are coming in more regularly.
Some days, I feel as if I live in my home office -- 20 hour days are not easier simply because work is in the same building as your bed. Finding time to take care of ourselves is mission critical. There is no one to pick up the slack if we sacrifice our health. I was working myself into the ground until an adult daughter voiced concern for my health and pointed that out.
No time for networking? Face-to-face networking with other local small businesses has been essential to building my business. I have worked on creating personal relationships and identifying how I can help others prosper. In return, I have received referrals, support, advice and recognition. One contact from my primary networking group hired me for a project, and she turned out to be one of the best-connected people in the area. Over the long run, meeting her over pizza and drinks at the networking event will likely bring me more business than any other single thing I have done.
All of this has come from two networking groups that charge no dues. (All of the others around here seem to charge $250-300 in membership fees.) One welcomes all small businesses. The other is a mastermind group. Although the referrals and leads are valuable, I have benefited even more from the feeling of community in these groups. I have a one-person office in my home, and it is all too easy to become isolated. My morale improves after a networking meeting. I encourage everyone to make time for at least one networking group that fits your needs. If one doesn't exist, create one with two or three other business owners in your area.
bizcopyworks says:
Expresspower, I truly agree with your post. As a homebased businessowner, I find face-to-face networking helps break the rut from working solo all day, not to mention it's possibly the best marketing method around. Internet marketing is a great source as well, but it might take a bit longer to develop trust with your prospect. In my opinion, people like to see and speak face-to-face in order to develop a bond.
Chamois Beal Lopez
www.inspiredinkwriter.net
hconnections says:
This was an excellent article. And it helped me to take a step back and realize that this is how the bulk of my business has been growing all along - because my happy clients sing my praises. Thanks for such a great article. I even took a few notes.
GoAdUnlim says:
I agree. The owner of our company, Advertise Unlimited did those same suggestions you gave; first with integrity, and realizing not to demise your small beginnings. Everyone must start some where, but that doesn't mean you have to stay where you started, keep moving forward.
http://www.Goadvertiseunlimited.com
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