How to find clients
April 22, 2002
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One of the questions I frequently
get asked is this: "How do you find clients for whom you can build web
sites?"
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In truth, there is no one answer because clients can come from many
directions. One of the advantages that we (and many small companies like
us) have is that we perform many services, and that provides us with a
variety of "ins" with clients.
I would like to tell you that we have a large sales force, a large web
developing staff, and a cast of thousands behind the scenes. I'd also like
to tell you that Bill Gates calls me to borrow money, but all of that
would be a lie.
In truth, we are a home-based business. We have no sales staff, just my
two older sons (19 and 18) and I, and sometimes my wife and youngest son
(13). I had my wife's age in there, but she took exception. The bruising
on my arm should go away in a few days.
There are a number of options for finding clients. Here is a look at
some of them:
The door-to-door approach
There is always
the method of finding a business listed in the telephone book and then
going door-to-door to contact them. The problem with that is they may
already have a site, and then — even if they need a new one — they may
resent the time you take away from them during business hours.
If you choose this method, contact them by telephone first to find out
if there is a need or desire for a web site, and then arrange a time to
meet at their convenience. That concern for their time will also show that
you are likely to be equally concerned about their site and the services
you offer.
How about Advertising?
Yes, we could
advertise in the local papers and other media, but we really don't. We
just hang around and let people find us most of the time, usually through
word of mouth from previous clients (the cheapest and most effective
advertising there is, by the way).
In our previous location, we did reduce the cost of building a web site
for a local newspaper in exchange for running ads throughout the site
telling how wonderful we were. It was fairly effective, but we didn't rely
on it.
Having moved to a new location, we are trading a local radio station's
web site for on-air and on-site advertising. It remains to be seen how
effective it will be, but the station plays oldies, and I dig it - to
borrow a phrase from my teen years.
We consider banner advertising a waste. I read where the most effective
ones involve pornography, but I don't do nudity (count your blessings for
that). Besides, my oldest son tells me that even my DNA is too fat to fit
on a 468x60 banner.
However, in areas where there is a lot more competition, advertising by
conventional method may be crucial. It may also be too expensive and, in
that case, let the bottom line be your guide.
It is important to consider when to advertise, too. In a local
newspaper, for example, if you can advertise the same day they run the
grocery ads, more people will be apt to see your ad. It may sound silly,
but it is a fact.
Alternative Advertising
There are other ways
to advertise without actually buying space in a newspaper or time on radio
or TV. Perhaps the best move we have made in recent years was to
participate in a local business showcase at the nearby Ceasar's Casino.
There was a lot of traffic, and the two days investment to get and to
man the booth was well worth it. Besides, the food was excellent, and we
didn't have time to gamble, so nothing was lost. In fact, just one of the
clients we gained from the showcase more than covered the cost and
provided a decent profit. The others were gravy.
Because of our size, we don't expect to get many national accounts
(they'd rather spend 20 times as much for a web site as what we and
businesses like us would charge, I guess), so such a local showcase is a
great way to meet local business types, and it helps establish
credibility, too.
Another way to get alternative advertising is to provide local media
with stories about your business. In smaller areas, particularly, business
news is always a needed commodity. Topics could include anything from a
trade show appearance to new services offered.
Those types of stories can also lead to the newspaper doing a feature
story about your business, and that is excellent advertising because it
goes into more depth about your business than a paid ad ever could.
Further, because someone else is writing it, it adds credibility to the
news about your business.
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