144 | How to Write a business Plan
to reach that person. One of your jobs as a businessperson is to decide which of all the possible methods of communication will give you the most exposure for the least cost in money or time. There are an infinite number of communication methods. These methods range from personal visits to each customer to mass media advertising, with a wide range of possibilities in between. We list some in “Ways to Reach Your Target Customer,” below, as a stimulus to your thinking. There are lots of alternative strategies you can use to reach your market. For example, businesses with a few largedollar customers will have different choices than businesses with many smaller-dollar customers. Technical consulting businesses tend to fall in the category of having a few customers with large contracts, whereas fast food restaurants or retail stores have many customers who make small purchases. Above all, remember that the most effective way to reach and keep customers in the long run is by word of mouth. All the marketing and advertising you do can only entice your customer to try your business the first time. After that, she will come back to your business if she likes what she received, and she’ll tell all her friends. But be aware that customers are even more likely to let friends know if a business doesn’t meet their expectations. To complete this next exercise, write down the five or so methods you think will reach most of your customers. Remember
Ways to Reach Your Target Customer Here are some common methods business people use to reach customers: • Take each prospect to lunch • Visit or telephone each prospect regularly • Handwrite and send a personal greeting card to every prospect • Write a technical article in a trade journal • Attend or make presentations at trade or industry shows and conventions • Create and distribute or mail a regular newsletter • Appear on radio and television shows about your field • Write a newspaper or magazine column about your field • Write a personalized letter to each prospect • Mail brochures or flyers to each prospect • Advertise in print—daily newspapers, magazines, or weekly papers • Advertise on radio and television • Place leaflets on car windshields or home doorknobs • Put notices on supermarket bulletin boards • Enter notices in computerized networks • Join service clubs and take part in community affairs.