The power of influence
When you’re just starting out a business, should you aim for selling your products to as many people as possible from Day 1? Not necessarily. For one thing, as a small business, and possibly doing a one-man operation, it’s a very hard thing to do (though not impossible). Another way to go about it is to target a few of the most influential people around your area into buying your products (or even giving away some for free, if it’s feasible). This way, you create awareness for your brand and gain important endorsements for what you have to offer. Convincing people to listen to you becomes much easier when you have the seal of approval from someone they trust.
So who should you approach? Well, it depends on what you’re offering. If it’s used books, perhaps the president of a book club or the editor-in-chief of the college paper. If it’s tutorial services, secure recommendation letters from your professors and maybe the guidance counselor. Or, if it’s troubleshooting computer problems, make your business known to the hardcore gamers. A study by Ipsos MediaCT revealed that gamers are more likely to be approached by their friends and family when it comes to tech issues. If they know you’re good, they could send referrals your way.
Even President-elect Obama benefited from this strategy. He wasn’t really well known a short time ago, but after his string of endorsements from high profile personalities, most notably Oprah Winfrey in the early days, people started thinking, “maybe I should give this guy a second look”. And the rest, as they say, is history. Your goal may be quite different than his, but the same principle applies.
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