In the previous post I addressed introvert entrepreneurs. And while introversion is a very real thing, an introvert entrepreneur still has to find comfortable ways to promote the shop or it won’t prosper or possibly even survive.
Many small graphics shops are like many small businesses in general, they’re reactive and not proactive. They sit and wait for customers to turn up, rather than going out and looking for them. In addition to the introversion aspect, another of the reasons for this is that many small business owners are technicians and are much more comfortable working in the shop than selling.
The problem for these shop owners is that they’re in a competitive market in which proactive marketing and selling is necessary if the business is to survive and thrive. In most cases there is no way around it. So what to do? Well, the obvious answer is to hire a competent salesperson to fill the void. But if the business can’t afford a salesperson or if you’re pretty much the sole employee, then a sales course might be called for.
Consider a sales course. You might balk at this idea, but don’t. You don’t have to turn yourself into the salesperson you think you could never be. Instead, you’ll at least gain some understanding of the psychology and science behind selling can. You can then pick and choose the techniques or ideas that you feel comfortable with and do a better job of promoting and selling your business. We’re all in sales in one way or another but we don’t have to fit the stereotypical image of a loud, fast talking, pushy pain in the neck.
Proactively promoting or selling your business is going to take you a lot further than sitting about waiting for customers. How you do it is down to what you’re comfortable with, but I’m afraid you can’t avoid it if you want your business to realize its full potential.