You started off with a bang. The excitement of a new company has stirred people to see what you are all about. Then the excitement wears off too soon and you wondered, "What happened? Where are my supporters?".
Friends, family, and close business network contacts are not enough to keep the momentum going. How do you keep gaining speed and consistent interest in a new company before it becomes a whisper? Clear and loud voice is key. I always tell people getting prepared to launch their business there are certain factors they need to accomplish before they launch, create a "stir", a fluid mix of reasons why people will stay interested in your company.
- A cause they believe in:
Joining a Foundation, Charity, Cause is extremely important. This should be your focus in the beginning. People want to see if you are passionate about their communities and causes. Why? It shows the company is planning on sticking around, they are interested in being part of something that helps others in some way. It gives them a voice, not just a listing in a business directory.
- Networking events:
Don't be the one that introduces the business for the first time at a launch party. Get people excited! Even if you don't have a launch date set yet, it is good to put yourself out there before it. Think of it as dating, you might start off with a conversation, that leads to more conversations. A first date is established (small mixer or event), put your best foot forward, look and sound sharp, interesting, and plug the cause you are involved with. Common ground interest "stirs" more interests. The next step is the second date. It is about wooing your future clients and business! You want them to anticipate your next call for another date!
- Compliment:
Know who your target audience is at these functions. You can divide them up to several categories at each one so you don't have information overload. You can have conversations at ease knowing they are in similar fields as the rest of the party. Showing admiration to others can greatly increase they will talk about your company after the event.
- Sell yourself:
Not like that! Visit business you know, or don't know that you could be a service of. Make it short and sweet, it's on their time, not yours. Always start off with along the lines, " I know your time is valuable, and I truly appreciate you giving me a few minutes! ". It's some cold-calling and don't do it on the phone. That is old school. Make your presence known, stop by, if the decision maker isn't there, make friends with the person you talk to with a personable approach. They will more likely relay the message to whom you want to talk to. Visit again, and you may get that meeting!
- Back off:
Sounds conflicting? What this means, know when to give space when you haven't made any movements in your "cold calling". You don't want to annoy them! But have a function that invites them. Who doesn't like a free drink and socializing? People are curious!
- Advertise:
Yes, this is very important. Even with a definitive date of when in business. This will make you more proactive and accountable of finalizing your plans if you haven't done so already. Knowing the word is out there.
- Follow through:
Thank the people for attending your events, give them an incentive (discount, referral credit) to spread the word for you. It is either free or very cheap advertisement for you!
- Keep momentum going:
Repeat the steps. You may feel exhausted...but who said starting a new business and making it successful was a couch potato job?
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