Some years ago when B4Contact was born it was difficult for us to define a realistic target. We were trying to find the best way to get customers. We found that a good and friendly approach to them would be effective to keep them closer to us and to propitiate “word of mouth marketing”.
We made many 
mistakes. First of all we needed to define what our offer was, then we had to create a very clear target, then approach them and present our offer, make some PR in parallel and then start following up prospects. Instead, we targeted a big group of companies, we introduced the company and explained a very general concept of what we offered, no PR and almost no follow up because there were not many prospects.
Why we made that? Well, we wanted to catch as many customers as possible. By making general concepts and increasing the amount of targeted companies we thought we would get more chances. The good thing was that we perceived what the market expected from us, what is valuable from our offer. Thinking positive, we got at least that from our mistakes.
How would I proceed now, having that experience, in order to get more customers? I would base my complete strategy on the word “Trust”; Our potential customers are busy with their affairs and have little time to remember who is B4Contact, being friendly is fine but it is not a key factor to start a business relationship. Being trustworthy would help. To do that from the start, I think:
It is important to introduce the new company to the Chamber of Commerce and other institutions related to the business development in your area, participate with them and try to find which are their short term goals and activities.
It is a key for success to find partners with a solid presence in your market. The Small Business Specialist program is a great way to be a special Microsoft partner and a way to show expertise. Your partners should help you to find prospects and creative ways to promote your services.
I would try to communicate more effectively with a very simple and clear message of what we do. Making a general message will just confuse the market and you will have to pay for that for many months. Even we are known locally we still receive questions like: “So… Actually what do you do, I know you are in the business of computers, right?”.
I would focus my services on making my customers to trust on the company. Friendliness is not enough, solving the problem fast is not enough. Solving the problem for ever is the right way. (The solution is not to restart the computer, it is to find the source of the problem and solve it).
The “word of mouth marketing” would start much faster if the services we offer would be impregnated with the word “trust”.
I’m sharing this post with the aim of receiving your comments and suggestions. I’m sure we could get many interesting lessons if we consider many different perspectives and experiences, so please fell free to criticize and comment.
