Business

Here are six surefire ways to win your first 1,000 customers

Updated : June 17, 2019 08:59 PM IST

The best way to convince a large customer of your capability would be to demonstrate past success.

When you go the extra mile at a reasonable cost, you build goodwill with coveted clients.

All the hard work has paid off — the long nights, endless meetings, and logistical hassles have finally borne fruit. The office is all set. Your services are in place. Your first clients have come trickling in. So what’s next? The answer — so much more! I’ve been through this grind while setting up my own agency, and I can tell you with certainty, this is only the beginning. Now, your focus needs to be on increasing that customer base, and tapping into it as effectively as possible. So once the wheels are in motion, here are six surefire ways to land your first 1000 customers, sooner rather than later:

1. Build a brand

Now that you have built some traction already, it’s nice to ask yourself some questions. What are your long-term goals? Why do you do what you do? What makes you different? These questions are a good place to start in order to define your enhanced go-to-market because your 1000th customer is not likely to be as small as your 100th. The tone, style and messaging of your brand go a long way in establishing the kind of market perception you carry. Ensure it’s on point. Your customers will also need to know you’ll give them what your competitors can’t and you can only communicate that with strong values and clearly-defined USPs.

2. Clearly define your value propositions for each segment of your target group
Knowing your market and the preferences of your segmented target group (TG) is essential to your success as your brand becomes established. Your TG consists of various personalities, each of whom is looking for something specific — and each needs a different value add from your brand. Survey both your customers as well as the members of your TG who are yet to avail your services. While the former will help you to better understand which of their needs you serve, the latter will provide insights into what you can do better. Once you’re through with your research, distill what you have discovered about each group, and communicate with them, as against carpet bombing your TG with a generic message.

3. Get the word out — online and offline

Once you’ve decided how you’re going to speak, decide on what you’re going to say — and say it everywhere — social media, search engine results, brochures, mailers, posters, and more. There are two easy ways to do this — quality content marketing and a well-planned PR strategy. In addition, be seen at the kind of events that resonate with your brand. This includes conferences, seminars, and expos, to name a few. In turn, any press coverage you may receive will help your TG perceive your brand as both established and credible. In short, be where your customers are, be found when they need you.
4. Provide a cost advantage where needed

Signing on that big player might be a bit of a challenge. You’re very likely going to be fighting a price war because having that big name on your portfolio of clients means as much to you as it does to your competition?

What can make you stand out?

Be genuine. Be right about your offering. Be right about the pricing. Your big customer is not necessarily the one with deep pockets and not necessarily wanting to spend on your solution. Recommend a service at the right price and not heavily marked-up, because in the long run, the focus should be on building relationships, not just making money. When you go the extra mile at a reasonable cost, you build goodwill with coveted clients, which is invaluable when it comes to winning more large business. The cost advantage passed on to the customer at this point, is your cost of doing business with their brand. When you have a few like those in your kitty, is when you raise your price.
5. Provide a solid proof of concept

If you’re pitching to a client for work that you’re an ace at, you’re on easy turf. But the best way to convince a large customer of your capability would be to demonstrate past success. Get a testimonial or present case and impact studies. However, in a greenfield situation — where you’re entering uncharted territory — don’t be afraid to make your pitch and consider it a learning opportunity - in the absence of a proof of concept this demonstrates your thinking ability. Of course, your pitch should be watertight - complete with research, feasibility based on measurable insights, and models or prototypes of your product. Show your customers you’re prepared for anything they throw at you.

6. Build a network

Presentations, workshops, webinars, online forums — be part of the ones that are relevant to you and build your contacts. What’s important to note here though is that networking isn’t all about selling — so, approach networking events with little expectation of winning business. Instead, go with the mindset to meet new people, and reinforce existing connections, establishing channel partners. Add value to your partners and they will return the favour.

Go ahead, and leverage these simple tips, and watch your business turn into a powerhouse.

Tina Garg is CEO and Founder at Pink Lemonade.

Here are six surefire ways to win your first 1,000 customers

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