How do you get your new business known?

One of the major challenges for any start-up is getting your name out there before the people.  This is especially difficult if you do not have a brick-and-mortar store.  If one opens a retail store, puts up a big sign on the front, then it is likely that people will see the name of your business as they drive by.  But, you better hope that they do more than drive by.  They better be stopping because you've got a lot of money tied up in rent, utilities, insurance, product, labor, and the other expenses of operating a business.  In our community I see a lot of small businesses open up and close in less than a year because they lacked the capital to remain open while they built their business and their business did not generate enough income to cash flow the business during that start-up.

I don't have a building with a big sign and a lot of monthly expenses.  I am starting an auction business.  I can conduct auctions on-site or I can rent a facility for a couple of days to conduct my auctions.  Like many service businesses my start-up costs are minimal.  I like that because that means there is less risk, but it also makes it more difficult to get my name out to the public.  There are dozens of auctioneers in the area in which I live, but 4-5 of them gets the majority of the auction business.  That handful have been in the business many years and enjoy top-of-the-mind awareness with people considering selling at auctions.  So what can someone like me do?

Naturally, I pass out business cards whenever possible.  I run the occasional ad in some of the surrounding papers.  And, I try to be in front of the public whenever possible.  That means I often work for some of the 4-5 auctioneers I mentioned earlier.  Sometimes I'm on the payroll, and sometimes I just jump in and help work the ring for free.  Although these are competitors of mine, they are also colleagues and are willing to recognize me and my auction business.  Any time I'm working an auction for another auctioneer they always announce who I am and that I recently received my auctioneer's license. They allow me to showcase my abilities both in the ring and with the microphone.  This past Saturday I assisted one auctioneer, and when that auction ended I went to another event where I had agreed to do a charity auction.  They only had three items to sell, but they made some money for the organization, and everybody had a good time with the music group that played before and after the auction.  Between the two events I was able to showcase my auction talents to about 300 people.

Giving away samples of your product or service may not seem like the most profitable thing to do, but it is a way to help people become aware of what you offer.  If you touch enough people with your product or service you will eventually begin to turn some of them into clients who will purchase those items or services.  This does require patience and time.  Trying to be an overnight success in any business endeavor is more likely to result in failure.  Take your time. Connect with people. Let them experience how your products or services can benefit them even if you have to give them away at the start, and eventually you'll find that your business will become known to the public.