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The Financial Times Guide to Business Start Up 2014, 27th Edition by Sara Williams

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14

Getting new customers

The simple truth is that if you do not make any sales, you do not have a business. This chapter looks at how you get new customers by selling direct.

Every part of your business will be involved in selling, in the search for more customers. This extends from answering the telephone to your notepaper and literature, to any person or activity in your business that may one day come into contact with an existing or potential customer. Train everyone who answers the telephone the correct way to do it: they must be prompt, polite, friendly and helpful. If necessary, provide them with a script to follow. But also read Chapter 12, ‘The right name’, which gives lots of useful tips on building your reputation: from choosing ...

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