Selling to the Target Market
A couple of entries ago I talked about how I identified who my potential clients were and how I would contact them. Given that many potential clients would be working with interior designers and remodeling contractors, it was necessary for me to begin to make some calls, get my name out in the marketplace, and build relationships. And that is exactly what I did six months ago when I embarked on this business venture.
My selling strategy was about as low tech as they come. I began by scouring the local phone book and Google’s local search results and began compiling lists of potential clients. After compiling an impressive list from the Treasure Valley, Sun Valley, Twin Falls, Idaho Falls, and Jackson Hole I began doing the tedious work of actually making the calls.
To make sure we are on the same page, I only knew a handful of interior designers on my list who I had worked with via my fathers company, Shutter Crafts. All the rest were complete cold calls. Now, I absolutely do not have selling skills flowing through my veins, but if I am selling a product that I know is quality, that I know is worth every penny, and is a product that I truly believe in, such as my furniture and cabinetry, then the nervousness that typically accompanies selling tends to disappear and I feel like I make a pretty good salesman.
So, I just began calling and introducing myself to every interior design firm, remodeling contractor, and home theater company I could find. Initially it took about a month or so for business to ramp up, but, like I have mentioned before, I was able to sell six projects in the next three and a half months. One project was through an interior designer that I knew previously, four projects were through brand new clients that I had cold called, and one project came as a referral from one of those clients! It was extremely exciting to see the hard work pay off!
I began my calls in stages. I started with local interior designers (the Treasure Valley), which took a couple of weeks, following those up with calls to interior designers in Sun Valley and then local remodeling contractors. With these contacts I was able to secure the six jobs mentioned above, which put an end to my sales calls. Around the middle of July I had finished up all the projects and entered the dry spell I spoke about in a previous entry. The past month or so has seen me make even more sales calls to interior designers in Idaho Falls, Twin Falls, and Jackson Hole, WY, as well as to local home theater companies.
I also stepped up and designed some new marketing material that strove to add more professionalism and differentiation to my small custom woodworking company.
In the next entry I will discuss some of the benefits and drawbacks of working with wholesale accounts, as opposed to working directly with the end user.
September 4th, 2008 at 1:58 pm
The dry spell you mentioned may be attributed to the lack of calls when you were busy with new business.
Even if you are absolutely swamped with business take a few minutes every day to call at least one new prospect and one past client to thank them for their business.
This keeps the wheels in motion.
September 5th, 2008 at 12:22 pm
Larry,
Thanks for the advice. That is exactly what I aim to never do again. No matter how busy I am, I will always save some time to make sales calls, follow up with old customers, and continue to keep my name in front of clients.
Jared Patchin