10 Mistakes Entrepreneurs Make When Building A Customer Base

MISTAKE #1– Focus too much on existing customers without continuing to prospect new customers.

To avoid this mistake:

• Schedule time weekly for prospecting.

 MISTAKE #2 – Thinking customers will just “come to you” rather than you having to go out and attract customers.

To avoid this mistake:

• Continuously REACH OUT to potential customers.
  KEEP YOUR SALES FUNNEL FULL.

MISTAKE #3 – Thinking a customer just wants your product or service.

 To avoid this mistake:

• Build relationships not just a customer base. Help your customers and prospects even when it’s not directly related to a sale.

 MISTAKE #4 –Thinking there is a “right way” to attract customers.

To avoid this mistake:

• The right way is your way. Allow your creativity, personality and uniqueness to be a part of your sales plan.

• Request advice and guidance and don’t follow it “exactly.”

• Be honest, truthful and yourself.

  MISTAKE #5 – “Selling” rather than “helping” prospective customers.

 To avoid this mistake: 

• Treat prospective customers “as if” they are already customers.

 MISTAKE # 6 – Expecting an “avalanche” of customers and then being disappointed.

 To avoid this mistake:

• Know it takes time to build a customer base.

• Be patient with yourself and the customer-building process.

• Know that your are responsible for the EFFORT, not the OUTCOME.

 MISTAKE # 7 – Thinking your brochure sells your product.

                        ( I have seen MANY people lose sales because of this one.)

 To avoid this mistake:

• “You” sell “You.”

• Know that people are buying because they like you, believe in you and trust you and therefore trust your product/service.

 MISTAKE #8 – Thinking customers/prospects want to buy it elsewhere for less money.

  To avoid this mistake:

• Know that people will pay for convenience, good feelings, reputation, support, trust, honesty and the like.

  MISTAKE #9 – Assuming customers/prospects don’t want to spend the money or don’t have the money to spend. Big mistake!!

To avoid this mistake:

• Approach your customers/potential customers with an open mind.

• Don’t make assumptions. Ask!

• Become the kind of customer you want to have.

 MISTAKE #10 – Limiting our potential by our thinking and beliefs.

  To avoid this mistake:

• Discover what you are passionate about and take action.

• Constantly discover ways to improve yourself.

• Feel the discomfort of change and do it anyway.

• Believe in you and don’t give up.

 Suzanne Mulvehill, MBA, is the author of Employee to Entrepreneur (ISBN 0972756507) and has counseled many people transitioning into entrepreneurship.  She is president of Profit Strategies, Inc. a marketing and public relations firm based in Delray Beach, Florida. Her book is available through www.amazon.com and bookstores. Sign up for Suzanne’s newsletter at www.profit-strategies.com and receive free entrepreneurship and business tips.  For more information, contact Suzanne at 561-272-8004 or suzanne@profit-strategies.com. 

 ©Profit Strategies, Inc. 2003