Many small graphics shops are like many small businesses in general, they’re reactive, not proactive. They sit and wait for customers to turn up instead of going out and looking for them. One of the biggest reasons for this is that many small business owners are technicians and would rather do anything other than sell. Or they may just be among the 30 to 50 percent of introverts to whom selling or self promotion does not come naturally.
The problem is that in a competitive market, proactive marketing and selling is necessary if your 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.
Your first instinct is probably to balk at the idea of doing a sales course, but don’t. You don’t have to turn yourself into the salesperson you think you could never be. But understanding some of the psychology and science behind selling can only benefit you. 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, care salesperson. .
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 up to you but I’m afraid you can’t avoid it if you want your business to realize its full potential.