Not Actively Promoting Your Business Before It Opens

You've set up shop and are ready to ring up sales. The problem is no one, except for that stray dog passing your storefront knows you exist.

For the past few months, year, or even longer, you've spent all your time preparing to open. Hours spent on securing stock, staff, and suppliers has sapped your energy for self-promotion.

You may have even thought that promotion is something that is done once the doors are open. The truth is promoting your business should be at the forefront of your thinking during every other activity you're performing for your business.

It can be as simple as talking it up. Let others know you're planning a business. Let them know what it's about. Definitely give them a time frame for when it will exist as an economic entity. If you're excited about your business you can convince others to be - if they see value in it. If they do, they will look forward to the unveiling of it, as it will offer them a benefit.

It doesn't hurt to get your business cards, pamphlets, and stationery designed and printed and ready to go before you turn the key on your operation. In your daily course of living you will come across opportunities to 'spread the word'. Spreading the word in print will pay dividends. It gives potential customers, who see your business idea as viable, something to hold onto until you open up. How many times have you grabbed a brochure or business card you've seen because what they're offering you interest you.

Have these documents ready to hand out at every turn. Well, maybe not in church, but certainly on the way home from there if it's a weekly ritual for you.

Build relationships in the business community before opening day. Networking with other business owners allows you to learn from them. They may impart to you methods they've tried to grow their businesses. They may point you to potential customers. Word will certainly get out in the community that you will exist in the near future as a going concern.

Your concern is to get maximum exposure for your business before you cut the ribbon. In the first few months cash flow will be very important to you (actually, it will always be important to you)but you will want it to start flowing immediately. When you plan ahead for sales, sales should come.

Calvin Coolidge said, "The business of America is business".

It's your business to make sure others know you will be in business... before it happens.

Learn more about this author, Michael Ugulini.
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