AboutDavid Stephensen Expertise I can answer questions about all aspects of designing and producing procedures manuals for small and medium sized businesses, including managing the documentation project, the analysis that leads to the design of the manual, business writing, publishing the business manual, educating the staff about continuous improvement and using ISO 9001.
Experience I am a professional technical writer of 20 years experience, combining this with business analysis over the last 10 years. I have produced procedures manuals for businesses and software user manuals that reflect business processes. I also provide internal quality auditing services. I have created a template for small and medium business operations manuals.
Awards and Honors Merit Award in the Society for Technical Communication Australia Chapter On-line Communications Competition, 2006, for the CPA Australia Event Scheduling Application User Manual
Merit Award in the Society for Technical Communication Australia Chapter On-line Communications Competition, 2005 for the Lensworth Customer Relationship Management User Manual
Question Hi there, I work for a web design company and am just looking on some strategies I could use to gain new clients, with the recession its a bit tough. The space we're in is developing websites - custom for specific requirements that are given to us. We are also a test shop - testing software before release to go live.
Suggestions that you can give me would be great.
Answer Hi Phil. Sorry about the late reply. I'm not a great expert in this area, but I'll tell you what I know.
I'm going to focus on local clients. International clients through your website is another ball game that I'm still learning myself.
Ideas for capturing leads:
* Join as many local business groups as possible and go to all of their functions. Give free advice at the meetings and give everyone you talk to at least two of your business cards. Call them a few days later to say Hi. If they are an interesting prospect, ask if you can visit them. Look through their website and give them some useful suggestions
* Offer a free website checkup to see what needs improving, with a short, free report that includes some stuff that the lead doesn't need you for (and of course stuff that they do need you for)
* Ask some compatible businesses like accountants or business coaches if they would like to give their clients vouchers for your free checkup. They would!
* Become a local expert on web design. Write a column about it in a local newspaper (they might make you buy an ad!)
* You can recycle all of your writing on your website as well in the form of a blog. This leads to the whole game of search engine optimisation (SEO) and internet marketing that I'm trying to learn about myself and maybe you already know.
* It is easy to attract local clients through Google if you position your town or suburb in your home page so that Google will pick up "web design Christchurch" or whatever. This kind of localised SEO is the easiest SEO to achieve.
* Local business is based on trust and confidence. Be the well-known person that people can talk to and who understands their needs
* (Following from previous) ask your clients for referrals
* At the business networking functions, focus on finding out what people need with their websites. You can't fill needs unless you know what the needs are
* Do free jobs for non-profits. Make sure they are non-profits with lots of business members and that in exchange for your service they carry out an agreed marketing program for you (which can include your free checkups). Be conspicuous at the non-profit's functions so that you get to meet people. Ask them for referrals.
* Get testimonials on your website and in materials that you give to leads
* If you fix websites, measure hits before and after your work
* If you aren't already, become SEO experts and market this with your service. As an alternative to your free checkup you could do a bit of free SEO. Measure it before and after to prove that it works. Have further service available to make it even better--full marketing with lead capturing, blog, etc.
* If you can't close a sale with someone who has received your free service, at least get some referrals out of them.
* Get in league with business coaches and be able to implement their strategies if they refer clients to you.
* Follow up clients who have received your free service. Become their personal expert. Break it to them gently that you'll have to charge next time.
* For your testing business, networking is paramount. You know yourself that you want to buy from someone you know or has been referred to you (I do, anyway). Building relationships is very important.
Summary:
Build relationships in whatever way you can
Become a locally known expert
Ask for referrals
Give compatible businesses with lots of clients an offer they can't refuse to promote your services
Form relationships with potential clients by giving some free service
