Self-employment
Why isn't anybody callingIt's a common problem for new, independent business owners. LISA BRANDT |
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 [ 2007-11-09 ] |
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You've done all of the ground work. Your business plan is solid. You know who your target customer is and that there's a definite market for what it is you do or sell.
You've created a user-friendly website, told everyone you know -- and some you don't -- that you're ready to go. So it's puzzling when the phone doesn't ring and your e-mail in-box is so empty, it echoes.
You wonder what you're doing wrong and the answer you continue to come up with is -- nothing.
So what can you do?
I heard from one such business owner recently. She has all of the goods but none of the customers yet. A poll of family and friends brought her advice to be patient. But patience doesn't buy groceries.
Early on in the life of our company, we faced a similar problem and brainstormed about ways to solve it.
We decided that our primary goal was to do the work we enjoyed, so we offered our services as a gift to a local non-profit animal shelter. We created a Public Service Announcement for them which gained local radio airplay.
In the process, we met several influential people in our city who sat on the shelter's committee. They were thrilled that we filled a need for them with regard to advertising -- an area in which they were admittedly weak -- and we were kept occupied by working with them during a slow time for our business, which eventually passed.
There is always more to be done and some of it is free or near free. Seek out opportunities to network with other small company owners through associations and business clubs. If you're a woman, your city may have a group dedicated to female business owners.
Above all, keep moving forward and don't panic. Many of us have been there and survived to tell about it.
Would you ever work for a social or charitable enterprise in the third sector?