Self-Devpt. Nuggets™

If you’re a solo act or a small operation, the ideas I share in this piece can help you win a bid for a project ahead of a much bigger company. On several occasions, contact persons – sometimes the CEO – in client companies have told me they chose me over another much bigger company. Read this article for ideas you can use to hold your own in a competitive market against bigger players.

Being Smaller Does Not Mean You Have To Be Cheaper

Size matters in many areas of interaction between humans. The bigger people think you are, the easier it will be to make your target audience give you serious consideration.

But when you really think about it, perceived size is what really counts at the end of the day. If you can create an impression in the minds of people that you’re bigger than you really are, you’re likely to get the positive attention and interest of your target audience.

When I got chosen over bigger outfits, it was not in all cases that I quoted lower. In fact, quite often my fees were challenged by clients because they felt I worked alone and still quoted rates close to (sometimes above) what other companies who sent teams to them, were offering. Despite this, most of them still went on to hire me.

A founding partner in one real estate firm told me, “you sounded like you knew what you were talking about, and you offered real results of your own to back up your claims.”

And I think that’s what it’s all about: The client will choose YOU if you demonstrate the greatest potential to do that for her, when compared to other “bidders”!

Below, I offer ideas you can use to achieve the above, and more;

1. Make Yourself “Sound” Bigger With A DBA

Many small operators and solo acts have dramatically boosted the selling potential of their offerings by adopting a “Doing Business As” or DBA designation. In my part of the world, this would be equivalent to simply registering a business name.

This is typically a name that indicates the nature of business you do, and may or may not include your personal name. Thomas Watson, while working from the garage in his home registered International Business Machines (IBM) as his DBA. Another example could be Patrick Wilmot Rental Services (where Patrick Wilmot is the owner’s name).

Apart from wanting to appear bigger than you really are, if you have plans to do business with corporate organizations, and the government, you need a DBA. This is because such large outfits in the public and private sector do not deal with individuals.

Generally, you will need to register this “name” you choose for yourself – after doing a search and confirming that it has not already been taken. There may be a small fee – varies from country to country, and within a country, from county to county etc.

2. Not Having a DBA Can Limit Your Earning Opportunities! (True Story)

In late 2003, (about 2 years after I started out), a lack of a “registered business name” almost made me to lose what became my first high paying project (5 figures).

I was invited to send in a bid to provide Advanced Microsoft Excel personal coaching, for a top level manager in a large multinational telecommunications outfit in Lagos.

When the Director saw my Excel-VB driven demos, he reportedly said “Whoever sent that demo is the one I want to handle this coaching program”. When the manager handling the issue got back to me and asked for my company name, I did not have one!

He said I would have to get one, as the company would not deal with individuals. He said you need to have a duly registered business name. He also said the company would – as a rule – not pay anything in advance, except after 30 days.

So I asked if I could be given time to get a name registered. He consulted with the director, and returned to say they were willing to wait till I could get a company name registered. That was how convinced they were that I could help them.

I got the name registered, and eventually did the training job – and got paid as per my invoice. Had I failed to get that name, I would have lost that great opportunity.

3. Use a Web Marketing System to Amplify Your DBA’s Impact

Your DBA must effectively communicate what you can do for your target audience. Once you’ve registered it, you need to get the word out about it. Use it in your offline and online correspondence e.g. letter heads, calling cards, email signatures, website, blog etc.

You must exploit every cost-effective channel to let prospects know you can help them. 

Keep your costs as low as possible, while maximizing your marketing reach and impact. A tested and proven way to achieve the foregoing is to use a Web Marketing System (WMS). I say this based on my personal experiences and achievements over 10 years.

A WMS will put you in a perfect position to compete effectively for the attention of your target audience against bigger players in your market.

The global economic crisis is forcing businesses to shed on site manpower, and adopt telecommuting and other remote manning options to save costs. There has never been a better time to use the Internet in the manner I propose here.

As a minimum, you would be wise to setup your Web Marketing System to comprise two basic components:

a. A Dynamic/Database Driven Website and Blog – featuring your DBA:

You can use open source Content Management Systems like Joomla! or WordPress.

Tutorials abound on the Internet that provide step by step guidance on how to get up and running in a matter of minutes using either of these popular tools. Most website hosts offer them as FREE single click installations (ask them). Even if you have to pay someone to do it, the rates are often pocket friendly.

Your website will provide standard information about you – typical pages include home, products/services, about, contact and so on. But your blog will be your core marketing medium through which you’ll give potential buyers “samples” of your expertise. You will aim to publish new entries regularly with a view to giving useful information and education – at no cost – to those who visit.

b. A Branded Newsletter Email Marketing System:

From 2006 till last year, I published a monthly Self-Development Digest newsletter. It helped me build and grow a mailing list of subscribers (You need to build a list of pre-qualified prospects – and this is an excellent way to do it). I also achieved significant name recognition and credibility.

Some of my subscribers have since made purchases from me, and become good friends. A few actually joined my list AFTER buying and seeing the offer of my free newsletter!

Decide what interval you’ll publish your newsletter to share with potential buyers. Promote it on your website and blog. Offer an email signup form – powered by a reliable web based newsletter management system e.g. Mailchip.com, Awber.com etc

A newsletter is a powerful branded communication tool that makes you look real to your target audience. It also helps you establish authority status. For instance a decision maker in large company would probably be impressed to read through an archive of your past newsletter issues in which your thought leading ideas are published.

NB – A WMS should be self-sustatining: Everytime you publish your newsletter, an update should appear on your website and blog. In the same way updates on both your website and blog, should feature in your newsletter. Both resources must complement one another. Very important!

Final Words

On a final note, a WMS is a silent but powerful self-sustaining mix of web based marketing resources that can influence a decision maker to choose you. Remember however, that most times, you will not be there when they have to make up their minds. They’ll only have what you’ve told them in your meetings, or via correspondence. And also anything else they can find on their own about you (usually via online research).

A WMS can be your Marketing Manager when you’re not there! It can make them see how you are better suited to help them. Therefore, if you package and present yourself effectively using a Web Marketing System that features your DBA, you will sound and look not just bigger, but also more competent than others. And they will choose YOU!