How I got my first client
Getting my first client in my current business was an exhilarating and exciting experience. I had been awarded a tender, set up homes, trained my staff and set up systems and was ready to go. It took almost four months for me to be able to get my first client.
Months of waiting anxiously, networking, marketing and making bids for clients. I discovered that finding people to actually use my product or service is the real fight.
I have learnt many lessons along my journey as an entrepreneur starting with a catering company and then providing legal services. I have learnt that there are some common aspects in marketing businesses across the different sectors and these principles will help any prospective entrepreneur regardless of the sector.
Here are a few tips on getting your first customer and the next few as well.
1. Give yourself some runway. Many promising companies fail because they don’t have the resources to last long enough to get things going. How long can you last without any clients or income? The more cash you have in the bank, the lower your risk will be and the higher your chances of success. I recommend starting with 6 to 12 months of operating expenses on hand.
Some people maintain another job during the start up time so that they have a regular income during the first 6 - 12 months. Balancing a job and starting a business can be very challenging. When I started I worked alongside my wife in another business and this gave us a good buffer whilst starting out. It helped us to pay the start-up costs and to also pay staff and overheads before getting the first invoice.
2. Networking - Meet other providers in the same field at networking events, join social media groups on LinkedIn, WhatsApp and Facebook and ask for advice. Ask questions, talk about your business and spread the word. Talk to other service providers in your field. Talking to people one to one can yield very positive results. Do not be afraid to ask and to approach people for tips and guidance . Attend business events.
3. Collaborate with competitors. If you view every competitor as an enemy or a rival to be defeated, you’ll miss out on some of your greatest opportunities.
Speak to your competitors and find out where there are gaps in the provision of services. If you service is in demand you may find that your competitors cannot meet the demands and may sub contract work to you or even refer you to commissioners and give you an opening into certain fields and areas.
4. Advertising - getting to your decision makers
Advertising costs money – how to spend this is often the biggest guessing game for care providers. Are your clients the decision makers themselves, or is it generally a family member or friend that would decide on a care provider? How do you reach your decision makers ?
There are a number of different ways to advertise, but importantly it must be targeted on a local level; there is no point advertising to those that are based in London if your agency is based in Manchester.
Try to make sure that the communities are being targeted as well. Smaller projects such as leaflet drops, local newspaper advertisements or a billboard/bus stop advertisement may go a long way. Bigger projects can be considered too; local radio ads and local care roadshows where you can exhibit.
But most importantly, get some kind of online advertising. Having a keen interest to read website, containing all the information about your care service, will naturally bring some leads to you. You can also go with doing some local advertising on the likes of Google Adwords by specifically target those that are looking for new care services in their area.
Social media advertising on Facebook or Twitter may also bring some interest, but generally people are not on Facebook or Twitter to find new care companies, just interact with ones that they deal with already. Google Adwords in this case is a better for online advertising.
5. Networking with commissioners and other professionals, hospitals and doctors and social workers.
By networking with staff at hospitals or with local Doctors, you can make your brand better known, and recommended by them. Personally visit each office with a well-organised summary of your home care services, and you can see more business being referred your way.
Market engagement meetings conducted by local authorities other government and forums conducted by regulators are so beneficial to get insight as to how meet the needs of these various bodies.
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