Dr Jeff Cornwall

“If we build it they will come.”
Not likely.
“This thing will sell itself!”
Don’t count on it.
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To be successful, the start-up of a business should involve attention to the product/service and how to connect with customers. For some entrepreneurs selling comes easy; it even seems to come naturally. But, to others, the thought of hawking their goods is a terrifying prospect. They avoid selling by continually tinkering with their product or service.
As Forbes.com points out, this can be particularly true with techies and consultants. They offer some basic tips on successful selling that can help even the most introverted entrepreneur:
Explicitly Define The Value You Bring
The critical first step in defining the value you bring is to be able to clearly and concisely define what you do. I get worried when I ask a techie entrepreneur to tell me about their business and thirty minutes later I have to politely ask them to stop. Every entrepreneur needs to be able to describe what they do, no matter how complex the concept, in twenty-five words or less. This is the “elevator pitch” or “cocktail party answer” to the question, “Tell me about your business.” Very often you have just a few moments to communicate what you do and what value it brings before potential customers or investors make up their minds about you and what you can do for them. There will be time for details later. A first impression must be made and it must deal with value.
Manage Expectations
Don’t over-sell what you can offer or set unrealistic timelines. While it may make the initial sale, the goal is to develop a loyal customer base. If you set expectations that you cannot deliver, customers will not return. As the old adage goes, “The goal of good marketing is not only to get ’em in the front door, but to close the back door so they don’t get away.”
Price it Right
Many techies and consultants can be elusive about their pricing. Keep it as simple and clear as possible. Don’t do to your clients what so many attorneys do to theirs. Lawyers are often vague and even defensive when asked about what they will charge for something. Then when the bill arrives, the client can be shocked to see all of the charges on their invoice. The blog site the [non]billable hour offers some great insight into billing professional services fairly and effectively.