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Letters to the Editor
How do I get prospects to accept me as a REAL business?
A
reader emails -- " Dear Anita -- I am a self-employed
marketing consultant. How do I convince prospective clients
that I am a real business and not just biding my time between
jobs?"
Our
answer -- Your dilemma is a common one. According
to the U.S. Small Business Administration, sole proprietors
represent the lion's share of small businesses -- over 18
million out of the 23 million small businesses in the U.S.
alone. My guess is that similar ratios apply in some other
countries.
Despite
the statistics, a perception persists in the minds of some
that all sole proprietors are unemployed individuals who really
wish they had jobs. However, that perception is changing,
as more sole proprietors take pride in their small size.
Our
advice? Stand tall and be proud of being self-employed. At
the same time, you must work diligently to present yourself
as a business owner. Avoid subconsciously seeming uncommitted
to your business.
Here
are some examples. Make sure your business has an official
name, even if it is just a variant of your own name, such
as "John Doe Associates." Business cards and letterhead
are a must. A simple website, if possible, helps a great deal.
Answer your telephone as a business owner would, by announcing
your business's name (even if your personal phone must do
double duty -- friends and family will understand). Speak
in terms of your business when approaching prospects, rather
than referring to yourself as an individual -- that goes for
verbal references as well as written proposals, letters or
emails.
If
you behave as if you are running a business, prospective clients
will recognize it and be more likely to respond accordingly.
And remember: this problem tends to go away over time as you
build up a track record in your business. |
