How to find and contact possible customers

[gpietersz]

I am not a sales person. I have been quite lucky in acquiring customers so far, luck is not enough. I mean pure luck - my first customer knew me slightly socially and could not find anyone to sort out his problems locally.

I am looking at things like targetted advertising.

What I want help with here is everything else. I am mostly selling my skills. I am pretty much a one man band, apart from the odd bit of subcontracting if I am busy.

I am good at building and maintaining good relationships with my customers. A lot of them have told me that they trust me. I am good at talking to people once I get a start - I have been told I am "personable" by people I meet in a business context (from former bosses to people I have met at networking events).

I have started going to one regular local networking event. Its a start.

My ideal customer is a small business or a micro-business, but not a one man band, unless their business has unusual requirements. My best customers over the years have had at least 10 employees, apart from one who was doing something unusual.

Ideally, I want to sell people something they did not know they want.

So, I need away of getting to the point I can make a pitch. I just do not know how.

 

[intheTRADE]

I think the first thing you should address is who you are trying to be. Graeme a freelancer or the company Code and More. I read through your website and as I moved through the pages I was first reading what we (code and more) do then the next page I was reading what 'I' as in Graeme can do. It was all very confusing.

Either front yourself as the freelancer or your company. Dont try do both.

I would also suggest a full overhaul and re-write of your website content. It is very poorly written. No offence intended to whoever done it.

Get some case studies on there of previous work. If your aim is to sell something to someone that they didnt know they wanted, they need to see why it will benefit them. Reading previous case studies and success stories will help

Theres so much more that needs work doing but I think I am already running the risk of giving you a website review which I dont think is allowed without being a full member

 

[WebshopMechanic]

Hi @gpietersz

You should start off my clearly defining your target customer and the problem you can solve for them. You need to be a specialist.

Choosing SMEs isn't enough. You need to drill down and decide:

• Who is your ideal customer? (Size, Business Sector, Turnover, Location)
• What do they need? (Where is their pain / frustration?)
• What can you build for them to take that pain away?
• What is the result? (More time, save money, more efficient output)

If you can clearly define this then you have a 'game plan' that you can work with. Otherwise, why would anyone speak with you from the offset? Nobody needs a company that might be able to help them.

I get hundreds of emails every year from companies trying to sell me SEO services. They don't sell me a solution to a problem. They just trust try to sell me cheap SEO.

1. I do SEO myself and for my clients (so they've done no research whatsoever = IN THE BIN)
2. They don't even know my problem (= IN THE BIN)
3. They try to sell and add me no value (= IN THE BIN)
4. They think a low price is the only way to get my business (= IN THE BIN)

The selling process is built on trust. Think of it like Double Glazing Salespeople at your door. Nobody wants that and everybody is on their guard waiting to tell you to 'clear off'. Business owners don't want to be sold too.

It's the same with dating. We don't commit to marriage on a first date. You go on dates to see if you like them first.

You need to build up to it and slowly grow a relationship with them. You need to get on their radar first. That way, you can build trust, secure a call, then a meeting. It's a process.

Once you have your target customer you should identify their biggest pain that you can solve (because this will make them take notice) and then we provide them with something valuable expecting nothing in return (because they have nothing to lose).

If you are offering custom development then you can't build something for them to test but you could offer them a free guide on how to make their life a little easier or a case study on how you helped another company remove their pain.

You can then contact them and offer the free guide as a way to get your foot in the door.

My own approach is to provide free video audits of e-commerce sites. The fact that I've gone to the effort of creating something that will help my prospects often surprises them. It only takes me 20 minutes to review the site, pick out 5 areas where they are losing sales and create the video.

I've identified their pain as 'lost sales' / poor conversion (a problem with almost every e-commerce store).

I've got a very good strike rate and it's a personal approach that seems to work for me. There's no pushy sales tactic. I do use a gentle follow-up though.

The key is to be a specialist with a specialist and focus on a niche. That's where the value is. You can't be all things to all men and women.

Hope that helps.

Matt

 

[Mark T Jones]

Exactly what @WebshopMechanic says

It might seem counter-intuitive to target fewer rather than more people, but in reality it is essential to success

Once you have identified exactly who your ideal client is you can start communicating in their language, not yours. Stop selling, start communicating.

 

[gpietersz]

@intheTRADE thanks for the feedback, I am aware of the website needs work - its new and incomplete. Case studies are on the way. I had thought it was appropriate to use "I" in the blog. It sounds like I need to change that or present it differently.

I am a full member. The website is not the priority for the moment, until I start doing more to get traffic to it. The case studies are on the to do list!

@WebshopMechanic Thanks for the lengthy reply. I think you are specialising in terms of clients. I have so far specialised in terms of technology (Python and Django, and Django stuff its mostly backend) so I get customers who already know what they want.

So, what do I pick to specialise in and how? Location? That works for me as a start. Sector and what I build are difficult because I have done so may different things for existing clients. I think I need to ponder.

I am thinking on the lines of custom web systems (like custom CRMs and other operational systems, custom CMS and app backends) and maybe resisting the temptation to go for other stuff. Maybe even narrowing it further?

 

[gpietersz]

@Mark T Jones can you expand on "Stop selling, start communicating"? It sounds like what I want to do, but do not know how to.

 

[Annoying Donkey]

Ideally, I want to sell people something they did not know they want.

That's a challenge...
They won't be searching for it if they don't know they want it...!

Perhaps better to seek people who know they have a problem, but don't know what the solution is... At least then you have a means to get their attention...

Lots of good stuff from WebshopMechanic, though I'd bulk at spending 5 hours on a free audit... I'd suggest something you create once, then giveaway many times... For example, a report on how to setup G Maps entry, albeit with a compelling title. ("How to set up G Maps entry" is not very compelling!) Of course, your giveaway would normally be relevant to your services.

And if you do give away something for free, put a price on it, so the value is shown.

The fastest way to get new clients is an endorsement from someone they already trust.

Do you have an Accountant (if not, why not?). Does he/she have a list of clients who fit your ideal client profile, that might want your services? Offer something of value to distribute to his clients as a bonus. e.g. a report that tackles their most compelling problem (that you can solve).
Sell the Accountant on
1. The benefit of your report to his clients,
2. The benefit to him, of offering the report and some sort of deal to his customer list.
For the deal, I prefer offering free add-ons/bonuses rather than offering discounts.

Write an introduction for them, to be included in your report. Allow them to review and modify it (most likely they won't change anything).

How about your existing clients? Are any of them B2B. Can you offer the same item of value to their customers?

How about people who are not your clients, but have a list of your ideal clients? e.g. Printers, Secretarial Services, Commercial Lawyers, Office Supplies, Serviced Offices, SEOs, Copywriters... Anyone who offers non competing services to your ideal clients.

And, of course, they could all offer your valuable giveaway to all their new clients on an ongoing basis...

Finally, seek out the people of influence in your locality/niche. Take them to lunch. Find out about them and their business. Then stay in touch by sending them useful stuff, referrals, relevant articles, etc.
Use G Alerts to find timely relevant stuff.
When you send them stuff, tell them why you think it's relevant. That way you get feedback so you can refine the stuff you send them so you don't become a pest...
That way anyone who asks them if they know a developer, you immediately come to mind...

 

[Chris Ashdown]

What are you selling, your signature tells us something but nothing special, why do i need you, what are you going to do that makes my life easier or helps me make more profit from what I do

You have identified your market as small companies but often they have very limited needs for website backends, mobile app backends, cross platform apps, numerical and ML, web crawlers, search and more. Very experienced Python programmer. its far to generalised and tells the average MD nothing, they may have a problem integrating xxx software to sage or to their e-commerce site but have no idea if you are the person to solve the problem

I would suggest you identify a specialist area where you can become a expert and concentrate on selling that service

The more research you do into your potential customers prior to meeting them, Often you can find out a lot from their website and what e=commerce package they are using, so you can start with "I see you are using xxx software" that at least proves you have looked at their site

 

[fisicx]

The website is not the priority for the moment, until I start doing more to get traffic to it. The case studies are on the to do list!

It should be a priority. You are going to be marketing to a whole new set of people none of whom know you. So the first thing they will do is look up your linkedin profile and your website. For all you know you could be already be getting targeted visitors who bounce off because the website puts them off.

I have so far specialised in terms of technology (Python and Django, and Django stuff its mostly backend) so I get customers who already know what they want.

You will be contacting people have no idea about the technology you use and don't care either. You don't need to ever tell anyone about it either. Not on your website not in any conversations.

So, what do I pick to specialise in and how? Location? That works for me as a start. Sector and what I build are difficult because I have done so may different things for existing clients. I think I need to ponder.

Become an expert in one thing. For example, quality control systems in dairy products. Or process management in concrete production. Or whatever takes your fancy.

I am thinking on the lines of custom web systems (like custom CRMs and other operational systems, custom CMS and app backends) and maybe resisting the temptation to go for other stuff. Maybe even narrowing it further?

So why would anyone want to use your CRM when there are already a huge range or applications they can use? As you say, narrow it down further and target companies that need a CRM for specialist products.

People don't need a drill. What they want is a hole. You just provide a tool to make the hole. Stop selling drills and start selling holes.

Stop being a developer and becoming a salesman. Code is less important than marketing. If this isn't your thing you can always pay someone to get you the leads.

 

[Mark T Jones]

@Mark T Jones can you expand on "Stop selling, start communicating"? It sounds like what I want to do, but do not know how to.

In a nutshell, the more you align yourself with a defined target market, the more you will understand their circumstances. The language they use, the challenges and priorities of that particular segment. By talking their language rather than yours you become a person of value. Move away from generic business networking events where small businesses are desperately selling each other services, start going where your target customers go. Move away from the generic benefit lists that each industry has etc.

in my business life I’ve mad loads of crap decisions and a couple of excellent ones

they are:

1). Define your niche, tighter and tighter, not wider and wider

2). Move away from your Competitors/ market.

 

[Mark T Jones]

Forgot to mention, unless you have a particular passion for it, selling isn’t about spouting random benefits or even smart closing lines.

the easiest way to sell us simply to let them do the talking and solve a problem

 

[fisicx]

One of my plugins is popular with churches in America. Their websites are all built by the same developer. He has this feature where you can request a prayer and watch live streams of services.

I spoke to him about this and it’s because he has a very narrow target: one type of church in one country as all detailed on his website. It means he is never short of work.

 

[AllUpHere]

One of my plugins is popular with churches in America. Their websites are all built by the same developer. He has this feature where you can request a prayer and watch live streams of services.

I spoke to him about this and it’s because he has a very narrow target: one type of church in one country as all detailed on his website. It means he is never short of work.

A testimonial from God on a website would be a good point of differentiation.

 

[gpietersz]

It is very poorly written.

Can you expand on that? There are lots of ways in which something can be poorly written.

 

[gpietersz]

I have got a lot of useful suggestions and I really am grateful for them. Things like narrowing focus are excellent ideas.

On the website, it is very much a work in progress. I will take all the criticisms into account, and when I have everything rewritten I will ask for a review.

What I am really after is advice on lead generation and immediate follow up.

Stop being a developer and becoming a salesman. Code is less important than marketing. I

That is it in a nutshell. That is what I want advice about.

I think can take it from the point where I am actually talking to someone who has even a little interest in what I do. Its getting to that point that is the problem.

 

[fisicx]

First step is to identify your target. Narrow it right down to a very specific client.

Then identify the pain points for those clients.

Then get in contact. Go to trade shows, meet them at events, nurture a relationship, become their friend. Then show them how you can increase their profit.

 

[gpietersz]

I have been thinking of the narrow focus.

A lot of work has come my way from people who have a system developed by someone who has either let them down, annoyed them or become unavailable.

They have made the sale of a similar service to mine. Most of them do not have a narrow focus.

Unless its a biased sample (i.e. people who specialise are a lot better at retaining customers) that suggests that most customer are being acquired by people who do not have a narrow focus.

 

[gpietersz]

How about people who are not your clients, but have a list of your ideal clients?

I think that is a great idea. I do know some people in those businesses.

I have also been thinking for a while that I have room to cooperate with web designers (and maybe developers whose work does not include the sort of stuff I do): we are not in competition but there are some projects where I need to work with a web designer, others where they may find they can undertake a more complex project if they work with me, and they are in a good position to spot clients who might need me. On top of that there are a lot of people in that line of business locally.

Can anyone anticipate any problems with that? What would make them hesitate?

 

[fisicx]

Without knowing how they got the gig in the first place you can't use this as means to go proceed.

People with a problem contact someone who can fix the problem. That's not you right now because noone know you exist or if you can fix the problem. So you would need to market yourself as a solution provider for specific problems - because that's what people will be searching for.

If however you are able to troubleshoot and identify ways to improve a business then you need to become a consultant and market your self this way.

Either way you need a great big flag you can wave at potential clients. A website, linkedin, networking, tradeshows, guest speaker and anything else you can do to market yourself.

I work with all sorts of other on big projects - but I had to go out and talk to people first. Sometimes face to face, other times over the phone or video call or whatever.

Earlier today I had a call from South Africa from someone who had seen example of my work and wanted a custom job. It was my website that began the process.

It should be your priority

 

[NickGrogan]

I thought from previous posts that you had a background in banking or investment analysis?

Presumably you know more about this than the typical developer, so wouldn't that be a good place to start.

 

[gpietersz]

@NickGrogan I do, but it was a long time ago and most of my former colleagues that I am still in touch with are working for big investment banks. They are not easy targets for a one man band.

My job mostly involved talking to management and investor relations people from FTSE 350 companies (and mostly equivalent when i was abroad). Same problem even if any remember who I am.

It might be worth doing some research into places like small stockbrokers and similar. I think they already have fairly comprehensive systems - they need quite sophisticated systems to function at all.

 

[NickGrogan]

Hitting up Goldman Sachs might be bit of jump, but there are a lot of smaller businesses around, working with the arena.

Is there something that you can do for them that you can offer to multiple clients, like @fisicx churches?

Some companies are doing sentiment analysis of twitter using python for example.

 

[gpietersz]

@NickGrogan my recent track record in is web apps, so i think other stuff will be a harder sell no case studies or relevant testimonials (I have only done one big ML project). I would love to do numerical stuff but a lot of the work is for full time contractors so would mean giving up what I am doing.

but there are a lot of smaller businesses around, working with the arena.

That is what I need to research. Ideally I need to find a contact who works in that area to find out what systems people are using, and how much room there is for custom solutions.

 

[NickGrogan]

That is what I need to research. Ideally I need to find a contact who works in that area to find out what systems people are using, and how much room there is for custom solutions.

Call a few and ask, a lot quicker than trying to find anything online.

 

[antropy]

I would recommend buying the book 'Get Clients Now' by CJ Hayden. It gives lots of different options and tips to help bring onboard new clients for beginners. Alex

 

[gpietersz]

@antropy is the something you have found useful yourself? The site rather put me off, but a personal recommendation is enough to make me buy it.

 

[antropy]

@antropy is the something you have found useful yourself? The site rather put me off, but a personal recommendation is enough to make me buy it.

Yes, it's good because it gives you a daily sales & marketing task list that you can tick off as you go and it certainly helped us. Paul.

 

[HarrisH]

Hey @gpietersz,

It sounds like you're finding yourself in between a rock and a hard place Graeme!

A kind of:

"I can't get a job because I don't have experience and I don't have experience because I can't get a job" - when first starting out, I think almost everyone on this thread will agree with me when I say it always feels like that at the start.

Reading through the thread, it sounds like:

1) You're struggling to find customers who are aware of the problem you're looking to solve
2) And as a result, also unable to collect testimonials as you're struggling to find customers

Have you considered joining a Freelancer Marketplace? It is a little more competitive, however, it's a great place to find customers who are actively looking to solve an issue. This way, you can find customers, get some experience in handling them, collect testimonials, and find out what really works when selling to them.

Here are a few that I've come across before:

- Upwork
- Fiverr
- People Per Hour

I would agree that the website does need a little tweaking for Conversion Rate Optimisation (CRO). I'd recommend checking out and taking inspiration from the major players in your niche (since they've done all the testing for you) and taking a look at Hubspot's free Inbound Certification Course to learn a little more about the "communicate, don't sell" that was mentioned above.

My best customers over the years have had at least 10 employees

You mentioned your best customers were ones who had over 10 employees. Well once you've got your testimonials up, website optimised, and are feeling confident enough to go ahead and start reaching out to a target demograph of UK businesses, simply Google our leading B2B list building tool, "Endole Explorer". You'll be able to build lists of companies based on their Number of Employees, Financials, Location, Industry, and more

I hope that helps! Keep us updated on how you get on!

 

[gpietersz]

Have you considered joining a Freelancer Marketplace?

I have. I have got a lot of customers from PPH, and have a top rating there.

However, I find that direct customers are more profitable and easier to work with. I prefer the work I get from them as well. A lot of PPH customers have half-baked ideas for stuff that is never going to work, or they do not possibly have the funding to do properly - not my idea of rewarding work. A lot of the rest have small one-off jobs - no relationship, fewer chances to add value, and no recurring work.