6 Ways To Land New Clients
 By Alex R. Merriman

Every small business needs new clients.

If you’ve attempted to drum up new customers and failed, try a few of these ideas.

1. Improve Customer Service
Excellent customer service goes a long way toward luring new clients.

Take retail service for example. In a survey by the National Retail Federation and American Express, 82 percent of shoppers said that they will spread the word about outstanding service to their friends and relatives.

And those referrals can mean new customers coming through your doors.

The same is true for service providers. Be punctual. Deliver on your promises. Keep clients informed. You’ll make clients happy. And happy clients will spread the word about your small business.

2. Use Direct Mail
Direct mail works. That’s why your competitors are probably using it to find new clients.

Sales letters, flyers, coupons, newsletters, postcards can all be sent to people who need to know about your services or products.

To put your direct mail campaign on the right path, check out these previous articles on the AFS Web site:

• “How To Write Effective Sales Letters”

• “Get The Right Direct Mail List”

3. Advertise In The Yellow Pages
People turn to the Yellow Pages for one reason: They’re ready to buy something. That something could be your product or service.

Simmons Market Research Bureau reports that nine out of 10 customers who see ads in the Yellow Pages make a purchase.

For help developing an effective Yellow Page advertisement, read the online AFS article “Checklist for Your Yellow Pages Ad.”

And don’t forget the online version of the big yellow book. Check it out at Yellowpages.com.

4. Network Like A Pro
BNI, an international referral networking organization that helps businesses and professionals cultivate success through word-of-mouth marketing, recently reported this statistic: Its 4.4 million members generated $1.7 billion in referrals for one another in 2005.

That’s an average value of more than $386 per referral – and proof that networking can deliver a huge pay-off.

“These statistics show that networking is not a fuzzy feel-good exercise, but rather a high-value, high-results, business-building strategy for professionals,” said BNI founder Dr. Ivan Misner.

There are also online business referral networks, such as Ryze.com.

5. Market Your Business Locally
Advertising locally can put your small business on the radar of clients in your own neighborhood.

Some ideas for local ad placements:

• Local cable TV

• Neighborhood newspapers and magazines

• Cinema ads at the local theater

• Transit shelters and on bus benches

• Local high school and college newspapers and yearbooks

Most of these advertising avenues are more affordable than you think. They’re all worth looking into because they can put your small business in front of potential new clients.

To learn more about the cost and how-to of local marketing, read the online AFS article “4 Affordable Ways To Advertise Locally.”

6. Create A Web Site
When businesses and consumers start shopping for services and products, their first stop is often the Web. They research companies and compare offerings before ever making a phone call or stepping foot in a businesses door.

Those potential clients could miss seeing your business if you don’t have a Web site.

If you need a site developed – or need an existing one updated – take advantage of your AFS benefit Members Online.

Members Online provides Web site development, hosting, site maintenance and toll-free technical support. Choose from three packages to fit your needs and budget.

• iDesign – Design your own Web site for promoting your services. One-time $15 setup fee and $19.95 per month.

• The Professional – Get a custom-designed Web site for showcasing your services. One-time $75 setup fee and $24.95 per month.

• E-Commerce – Sell your products online with a custom-designed Web site that’s e-commerce enabled. One-time $150 setup fee and $34.95 per month.

With any of these packages, you can purchase a domain for a yearly registration fee of only $12.50, a savings of 50 percent.

(Posted September 2006)

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