Traveling To Expand Your Client Base

Trade shows, expos and conventions and can a huge opportunity for small businesses

. Such events provide owners, operators and representatives to establish personal connections with the public and build upon what may start out as a very small circle of customers. With the availability of the internet and widespread media, it may seem like child's play to market your business to a wide audience and really get your name out on the market. Unfortunately, while the internet and other media are excellent resources, users are constantly being inundated with a million other offers, all as enthusiastic and eager as yours. In this flood stimulation and a great deal of junk mail and spam, it can be very difficult to stand out from the crowd and reach new customers.

Instead of the hands-off approach of reaching new customers, give some thought to taking your business to them. Admittedly, door-to-door sales are outdated, and have become associated with vacuum cleaners and sleazy insurance. Rather than eating up all of your time by knocking on doors that might get slammed in your face, make the effort to attend a trade show out of town, or even out of state. The benefits of such a bold move can be numerous.

Advertising can get expensive, especially if you are a small business. Reaching customers outside of your area using print, TV or radio ads can be both costly and ineffective. Trade shows, on the other hand, are a more personal approach, giving you the opportunity to establish real connections with real people, building faith and interest in your particular product or service. This personal touch can dramatically increase the possibility that a customer would be willing to make the drive to take advantage of your service.

Venturing out of your comfort region also demonstrates to potential clients that you are ambitious and willing to go the extra mile to be successful. You can begin building a good reputation in an area before your business even gets a strong toehold in that region. Remember that a customer's time is valuable, and their decision to travel further or employ a service across county or state lines is a very strong reflection of your work ethic and reputation. As you continue to make connections within an area, personal referrals will increase and before long, your client base demands that you expand your business.

Building your own business in this economy can be difficult and frustrating at times, particularly if your personal assets are invested. Remember that in order to be successful, you must be willing to take risks. Start small if you need to - traveling to the next county for an expo, then going across the state for a trade show a few weeks later. Once you begin to see the positive results of this effort, take it one step further and go out of state. Take the initiative to get your name out to the public without relying on in the unpredictable ebb and flow of technology.

by: Lawrence Reaves

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