“A business can only be considered a failure once you’ve given up. Bumps on the road that can be perceived as failures should actually be re-imagined as opportunities to focus in, and figure something out.”
– Aurora James
I will never forget the first time I received an email stating that another business was selected for the contract I had worked so hard on submitting a proposal for. I can’t put fully into words how embarrassed I was when I tried explaining what I do for a living to a woman who responded, “what does that mean?” These incidents were bumps in the road. I did not give up!
When I started my business, I attended many workshops and seminars with titles such as Jump-Start Your Business, Steps to Starting Your Business, and Smart Start Your Business. During my information-gathering efforts, what stood out in my mind was that it would take a while to get my first contract. In fact, the exact timeframe that I heard repeatedly was 18 months. I thought this was absurd! In my mind, there was no doubt about my expertise in my subject area. My experience was unquestionable. I was good at what I do. What I failed to consider was that, as I set up shop to market my service to nonprofit organizations, local governments, and for-profit businesses, they did not know me. There are other considerations that small business owners should consider when starting and growing a business.
Certification: Small business owners are competing with mid-size and large businesses for contracts. Certifications have been established, and incentives put in place for local, state, and federal governments and corporate businesses to engage small business owners.
- Remember, obtaining a certification is no guarantee that you will be successful in winning a contract. None of the certifications that I have give me an advantage of winning work. What the certifications have done is increased my credibility in presentation.
Past Performance: Small business owners have to demonstrate their ability to provide the product or service being marketed. Demonstration of effort is done by providing references to work that has been done for other satisfied customers/clients. One of the ways to obtain past performance is to subcontract or partner with another business.
- Your professional experience, in some circumstances, may qualify as past performance. Most businesses want to see the experience behind the business name. Try persuading the potential client that your professional and business’ performance adds value to what you are offering.
Targeting Client: Your product or service may help everyone, but be strategic in selecting your initial clients. Look for businesses and government agencies that are small business-friendly.
- Do your homework. Select the industry, government agency, or nonprofit focus area that you feel may be more receptive in considering your product or service.
Establish Credibility: Showing up empty-handed will not get your prospective customer/client to consider hiring you. When you introduce yourself, you want to leave behind information that reminds a potential client who you are and how to get in contact with you. You should have at least a one-page website, an email address (preferably one that uses or can connect to your websites’ URL), and a business card containing your name, phone number, email address, and website address. Having at least one social media account would be helpful but it is not necessary. Understand that these are the bare basics in establishing credibility.
- I am not creative and somewhat technology illiterate. However, I developed my first website using free software. I designed my first business cards using Word. Acknowledge what you can afford and work with what you have.
Know Thy Service: You have heard before that you need to create a 30-second pitch. Small business owners will also need to tailor the approach to their marketing pitch depending on the situation. Know how to market your product or service if you are asked, “what do you do?”, “why should I hire you?”, “why should I care?”, and “how can you help me?” This list is not inclusive. Be prepared to answer questions that may arise and keep it simple. Clarity is the key.
- Articulating your service may be one of the most difficult challenges in marketing your product or service.
Know the language: If you can provide a product or service to different industries, make sure you speak the language of that industry. For example, a similar service to a nonprofit organization is approached differently from a for-profit or government agency perspective. Avoid using technical jargon or slang when marketing your service. One helpful tip is to assume you are educating the prospective client by simplifying (if appropriate) the product or service you sell.
- I use to try to impress my prospective client using impressive words that I thought supported my doctorate. I quickly learned that people would start to tune me out. Keep it simple.
Positioning yourself as a competitive small business owner when you first start your business takes time. Don’t give up. It may not take you 18 months to get your first contract. IMS helps small business owners navigate the landscape for conducting business, especially in Maryland. See how we can help you.
I received my first contract (valued at $500) in 15 months! Notwithstanding the contract value, the contract was a win! This contract had been obtained through referral. My first contract obtained by a proposal happened in 16 months. Before the average 18 month period, I had achieved winning both contracts as an entrepreneur entering the market as a new entrant. I’m still working at getting that first big contract. I hear it takes seven to ten years. Stay tuned!
Posted by Dr. Drena Valentine to LinkedIn on May 5th, 2021
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