Your business essentially revolves around products (which you have), people (customers) and profits. It??™s precisely at this point that the basic requirement of a business ??“ ???CUSTOMERS??? comes in. To have customers it is important that people know you and have a need for the kind of services your offer in exchange for an agreed amount of money. People need to know that you exist and you have the product/service that satisfies their need. And for people to entrust you with a job you must have certain reputation.The issue now is to build a rapport in the marketplace. Let us examine the ways in which this can be done -traditional as well as virtual.
Using traditional methods v/s using Internet List your options
Using print media: This medium surely gives you a lot of publicity but perhaps won??™t guarantee the number of sales you are looking at. Moreover, this medium is costly and requires significant time beforehand.
Meeting people: You can look forward to attending professional gatherings, try to meet new people and exchange business cards. You may get some leads but still in itself you cannot count on this method to bring you definite sales.
Direct Mailing: This method is comparatively better and precise and allows you to reach out to a target audience at your convenience.
Let us now compare this to what can be achieved going Online-
Using Internet Message Boards
This activity requires you to post a message on an Internet message board, waiting for people to respond. However, it is important to understand that message boards are essentially personal media and you must use your name and not your company??™s name while conversing with a group. You must also maintain an open, friendly tone of conversation rather than a formal company communication. Members of the group feel a certain discomfort when they don??™t know whom they are talking to.
Personalize
Internet message boards are more of a solo medium rather than a team effort. You must avoid sharing your user name or company name by which you have registered in the group with other members of your staff. Remember that the relations you create via the Internet are your relations and not of your company??™s. People would get confused if they have someone else talking to them when they want the same person whose message they read yesterday. It??™s your words that create a picture of who you are, your business, your identity, your sincerity, and integrity. Your Internet relations depend on these factors and hence your Internet identity is non-transferable. It won??™t work if you depute someone else in your staff to reply to the responses as a result of your posting a message online.
Is somebody asking questions
A great way to tell a serious prospect from a mere surfer is that a serious prospect will definitely ask questions. The questions would be aimed at understanding you, testing your professionalism, and your ability to do what your message promises. You have to make all efforts to make a relation with this prospect to convert him to your client. If he thinks he knows you, chances are bright that you would make a sale. However, you must take this opportunity to display a certain expertise that makes you stand apart from other members on the message board. Only if the prospects see you as someone knowledgeable, skillful and competent will they entrust you with any project to work upon. It is fatal to give half-baked answers as it will simply affect your credibility and negate your marketing efforts.
Make multiple pitches
The situation in an Internet message board is very much similar to making a product sales pitch in a busy place with curious onlookers. You are very visible and it presents an opportunity to make your mark. If you are able to display your competency, subject knowledge, communication skills, you will certainly set a positive opinion about yourself. The word of mouth starts spreading.
Keep showing up
It??™s very important to be visible consistently. As against in print media where in your showing up reaches a wide section of population, with little or no guarantee of your target audience. In stark contrast to that, on Internet your chances of reaching the target audience are higher. This kind of visibility coupled with your display of competence would surely create respect for your expertise among prospects observing your communication.
Create Credibility
People in general tend to value the opinions of their family, friends, and co-workers to base their decision. It is quite possible within the Internet community to come across people whom you might have helped and they acknowledge it to the prospect. This kind of recommendation adds to the credibility of your product/service. A good testimonial backed by a solid product and visibility would certainly put your name high up in prospect??™s list of service providers.