Acquiring new customers: That's the way it works

No matter whether you sell a product or offer a service: If you start your own business and build your own, initially small business, you need to acquire new customers . After all, to make sales and be successful, you must first land orders that generate revenue and, at best, lead to long-term customer relationships. However, customers will not come to you by themselves - you must actively approach the acquisition. Often, however, there is a lack of knowledge and experience as to how exactly new customers are acquired and what must be taken into account in order to find suitable orders. We explain how you can acquire new customers and what options are available to you ...

Acquiring new customers: That's the way it works

Table of Contents: That's what you'll find in this article

Acquiring new customers: a necessity for survival
Acquiring new customers costs overcoming
Acquire new customers: a continuous challenge
Tips and methods to acquire new customers
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Acquiring new customers: a necessity for survival
Acquiring new customers is often a tiresome topic that self-employed people are not particularly fond of. Anyone who sets himself up has a clear product or service in mind that he wants to manufacture, offer and sell. This can be the creative power of a designer, a craft business, consulting and coaching or perhaps the making of clothing.

What exactly is involved is secondary. What unites many founders is the desire to concentrate on this core competence . But that alone is not enough in the beginning to build a successful business. Staying with one of the examples above, you may be one of the best designers in the country, with skills and qualifications that will impress and outperform the competition, but if you do not start acquiring new customers at the beginning, you'll still be in financial trouble.

At a later stage, if you have already made a name and are known in the industry or in your area, potential customers are also other means to you, but who does not invest enough energy in the beginning to acquire new customers makes, usually a big mistake.

It is a sobering insight , but important to the success and survival of any business: acquiring new business is often a bigger and bigger part of the work for founders than the actual activity itself. The logic, however, is simple. Only when the order situation is right, you can work profitably and really use your skills.

Acquiring new customers costs overcoming
Most founders and self-employed people are not very happy to take care of the new customer acquisition. This is not because it is not the actual job they want to do, but rather that it can be a great deal of overcoming and at the same time requires a lot of staying power to approach new potential customers, contact them, and make their own offer to inform.

A particularly big problem many self-employed with the possible rejection . After all, acquiring new customers always means taking the risk of having one cancellation after another. Instead of a good order situation, all that remains is doubt as to whether your own business model really works or whether it is already heading for a dead end.

In addition, the self-employed often take a rejection personally, which suffers the self-confidence . Anyone who presents a product, but does not receive an order, because this is uninteresting for the other, feels itself also attacked and takes the rejection very much to heart, although it is purely professional nature.

Acquire new customers: a continuous challenge
Acquire new customers Acquire customers Acquire customers properlyNew customers have to be acquired at the beginning in order to get a business up and running. Once this often rocky start has been made, regular customers can be set up to ensure that their recurring orders generate corresponding sales. It is wrong, however, to completely rely on it and to stop the acquisition at some point.

Completing the active acquisition of new customers completely may work, but it is the better strategy to build on the long term to attract more customers and then also include this in their own regular customers. This allows you to specifically work on the continued and sustained growth of your company.

Tips and methods to acquire new customers
It may not always be easy for you, but there are several good ways to acquire new customers, build your customer base and grow your business. Which works best for you personally, whereby you feel well and what you ultimately decide, it is up to you. However, for a start it is advisable to try different things and develop a strategy for the acquisition .

We have listed several methods that you can use to acquire new customers and explain how they work and what you should be aware of:

The cold calling
It is the classic when it comes to acquiring new customers and almost everyone has ever heard of cold calling. At the same time, however, it is particularly hard and exhausting to publicize one's own offer and generate potential orders. In addition, the cold calling is partly controversial.

Basically, it's about reaching out to the phone without prior contact (sometimes writing on an email) and addressing potential prospects directly. This can happen through research, but often also contact information is purchased. If there is no interest, such a cold call usually ends very abruptly and it can be very frustrating to make countless phone calls without even receiving an order.

The recommendation network
A completely different approach leads to the goal of the recommendation network. Rather than just getting in the door, focusing on your product or service, and working together as quickly as possible, the first thing we need to do is build a real network, socialize, and build mutual trust be given serious recommendations.

Through contacts you make, you get into conversation and thus have the opportunity to acquire new customers to whom you have been recommended. Of course, such a network also works in the other direction, so you also recommend the members of your network.

The reviews
Feedback and assessments of existing customers are an important tool for gaining additional clients. How this works can be clearly seen at online retailers like Amazon. Here, the reviews and reviews of other customers are often the decisive argument for or against a purchase - and thus for or against an order for the underlying company.

You as a self-employed person can also benefit from the positive feedback and recommendations of previous customers. For example, include a rating option on your homepage or include quotes from satisfied customers that are visible to other visitors.

The online acquisition
Of course, as a self-employed person, you should also be able to find them online, preferably via your own homepage, which leads directly to you, your offers and all the information. That can help, but often is not enough to attract new customers. If you have a budget, you can also advertise for even better found and greater reach.

In addition to your own website, you should also find out where you can reach potential customers online to attract attention. Here, for example, Facebook groups or other networks and forums can be particularly interesting. It is advisable, however, not just to make clumsy advertising, but to attract attention with useful and good comments. Not only does it get better, it also has the bigger effect.

The customer information
You can only acquire new customers if you are sent the all important information. After all, you want the other to decide on your product or service and invest money for it. However, this will only happen if the counterpart is sure to make a good decision and make a meaningful investment.

For this you have to communicate clearly what makes you different and different from others. What is different from the competition? What are you doing better? How can you score? The more credible you can answer these questions, the greater the likelihood of acquiring new customers.

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