Read Rick's bio.
Skip to main content
Skip to footer
Finding customers for your business
Q: I run a business that sells and installs trailer hitches and related accessories. I run an ad in the local newspaper once a week. The ad is 1 column wide & 2 inches high and simply says "Trailer Hitches Sold and Installed" with my company name. I also have a small ad in the yellow pages. Even though my business is gradually increasing each month, I don't feel enough people know of my services. My main competition is U–Haul. What recommendations would you have? Any ideas would be greatly appreciated.
A: The one thing that you didn't define in the question is exactly who your customer is. Is it a new car buyer, used car buyer, pick–up truck owner, vacation traveler, someone who is planning a move, or is it all of the above and even others that I didn't think of? Once you can define and describe your exact customer, then you can start to figure out what they read and where they congregate.
At that point you can start to do targeted mailings or ads in publications that they are most likely to read. An example would be: if your customer is a pick–up truck owner, there are many mailing lists of pick–up truck owners, new truck buyers, used truck buyers that any good list broker can find for you. Start to target your advertising and promotions to prospective buyers as opposed to the shotgun approach that you are currently doing. The more that you can narrow down and clearly define your buyer, the easier it is to find the appropriate list of high potential customers. Are they old, are they young, do they come from a specific area, etc.?
The last suggestion that I would have (and again you didn't address it in the question), is all of your business retail, or do you do wholesale for other companies like a body shop or auto dealer? If so, how are you marketing to them?
Just narrow your market place and watch sales increase! What you are doing now is fine — it is not bad, but there are more options to pursue.
Some issues discussed in the expert forum are complex and continually changing.We recommend you consult a professional advisor about your specific circumstances, needs, and applicable laws. More details.