Goring Hotel

10 ways to punch well above your weight as a small business…

Punching

We all agree it’s great to be a small business but sometimes, especially if you’re just starting out, you might want people to think you’re bigger than you are.

Below are 10 ways you can do that.  I’m sure there are many more – so I’ll be glad to see your comments.  Also interested to hear if people think some of this is “wrong” to do as a small business…as in do you think it’s deceitful or just resourceful?

1.       Be professional from Day 1 of trading.  By that I mean have a logo & a brand, get business cards, have a decent website (not one of those dreadful one page affairs that tells you there’s more coming later), get collateral printed if that’s part of your sell…and always behave in a professional manner.

2.       Work hard to keep your website content fresh and changing; write newsy articles and blogs and aim to have new “stuff” on your home page every day or every other day at least – if your website isn’t refreshed, people will stop coming back & you’ll lose momentum from your launch.

3.       Use freelance resource if you don’t yet have a team in place, but present those people as part of your team & give them business cards, company email addresses etc.  Don’t lie about this if you’re asked outright…most people will be sympathetic to what you’re trying to achieve.

4.       Speak at conferences and events and be visible – a lot of people do this very well.  You have to hustle a bit to get onto the event organisers’ radar but it’s no doubt worth the effort it takes.

5.       Gather up a small advisory board & feature them on your website.  Most people will be prepared to help you get started & won’t demand 30% of your company or £1,000 a day in return.  A lot of luminaries like to dabble in interesting projects so make yours so & find an innovative way to reward them.

6.       Get yourself some testimonials.  Ideally from early adopters or your first customers.  If you don’t have any customers yet, offer some of your prospects a free trial or a discount in exchange for a written  or video testimonial.

7.       Use a proper landline number.  When Learning Pool was starting out, we obtained a London phone number to give the impression that we had a London office, even though we were based in Northern Ireland.  We never lied about this to anyone & always told the truth when asked – but the truth is that no-one asked.  They recognised it as a London number & assumed the rest.  Along the same lines have a co-working space or concierge service to use as your company address – don’t use your residential address.

8.       Register for VAT from Day 1 – even if you won’t get anywhere near the turnover registration hurdle in Year 1.  It makes your company appear bigger from the get-go and therefore more credible.

9.       Partner with a larger organisation if you want to pitch for a big contract or piggy-back onto a bigger company so that you can use their government framework if they’re on one – you will usually pay them a percentage of any contract you win in order to avail yourself of this but it might be well worth it.

10.   My last & favourite one – hold all your early days business meetings in the poshest hotel you can find.  We used to use The Goring Hotel as our “London office” in the early days of Learning Pool (it was the hotel the Middletons stayed in the night before this year’s Royal Wedding – that’s how posh it is).  We would stay in there for days on end ordering tea but never any food as we couldn’t afford that.  You’d be amazed at the number of people that have since told us they were convinced we used to stay there.  Ha – I won’t tell you where we did used to stay…but it will be in the book when we eventually get round to writing it!

That’s my top 10 folks – can’t wait to see your additions.  Keep ‘em coming.