You just opened your doors and customers are not exactly flying into your place of business. This may be a good thing! Jamie and Tom discuss a different way to build a business that avoids the discounts, price cutting and the general guerilla warfare of attracting customers. Find out how someone can give you a twenty dollar bill and say thank-you! at the same time. Its called spending the time to identify value and educate your customers. Not every potential prospect will be nor should be your customer. Many, if not most, businesses find this difficult to determine. Remember our discussion about communications? This is why that podcast was important to roll out earlier. It is a base from which you can solidly build customer sales.
One of the key take-away learnings from this discussion is the ability of a business to know itself. Do you know your value and what customers suit your company? Can you differentiate your service from others in some unique way where they will identify that you are their vendor or service provider? Do you know how to approach them? Do you have a process or method where prospects can almost sell themselves (tom shares a good one)? This takes time and a lot of planning. You can do this and earn solid and loyal customers (think relationships) or, you can shotgun your sales through price and volume discounts and get almost anyone who has money ? and allow them to bring their foibles with them. Be careful what you wish for. You might just get it.
