Marketing

Q. I run a computer repair business out of my home. I need to expand my client base. Do you have any ideas for marketing my services to the public more effectively?

A. It may well be that, for a business such as yours, the answer lies with improving your networking know-how. The most effective form of advertising is also the oldest: word-of-mouth. Bright ads and slick brochures don’t compare to an informed recommendation from someone trusted and respected by potential customers.

Word-of-mouth can be just as effective when the information comes directly from you. By networking with colleagues, allied businesses and potential customers, people can learn more about you and what you do.

Networking also is a great way to become more attuned to the issues that affect your customers – their needs, concerns and preferences – giving you a better chance of being in that proverbial "right place" at the right time.

Networking is no different than attending a social function. In fact, it’s better, because you already have something in common with nearly everyone you meet.

Of course, you should never adopt a "who are you and what can you do for me" attitude. Networking works best when there is no pressure to make a sale. Ask questions and always listen. First impressions are important, but they also can be enhanced or changed over time.

To begin building you business network, consider the following:

Business cards. Develop a good business card that provides all the important information about your business. Print up a large supply and distribute them liberally at any and all events you attend. They are inexpensive, yet very effective as a reminder as to who you are and what services you offer. In addition, many times when you give out a business card you will get one in return.

Following the session when these cards are exchanged, write on the back of each card the date and event where you received the card. Later, should you need to contact an individual who gave you a card, you can refer to the date and place where you met, and that will greatly increase the chance that you will get a good reception.

Professional societies. Nearly every type of business has a national association that represents its members’ interests; most have local chapters with regular meetings and activities. Along with providing a great source of contacts, professional societies offer volunteer opportunities where you can demonstrate your skills.

Chambers of Commerce and Business Roundtables. These groups offer valuable exposure within a particular community or region. While other members may not be in your target market, they can provide valuable leads and referrals – that’s word-of-mouth advertising. Many also provide opportunities for small businesses to show their stuff, via trade fairs, demonstrations and media events.

Community service organizations. This is a great way to combine a personal interest with your business. Many groups may have a need for your type of service, giving you the opportunity to do pro bono work in return for free visibility. What’s more, your fellow volunteers may also be potential customers.

As you network, consider forming relationships with similar businesses that aren’t direct competitors. A small computer seller or computer consultant may be willing to refer customers to you in return for you doing the same for them. Check out the quality of the other company, however, before you provide references that could reflect poorly on you.

Using traditional forms of advertising, such as Yellow Pages, handbills, etc. also may help. However, for a business such as yours, an investment in developing your networking knowledge and your "personal network" may prove to best for you.