Securing Your First Revenue

The first customer is the hardest. Then it gets easier!

In my last article, you got back in touch with people who already know you. Hopefully one of them is interested. They already trust you, even if it was in a different context, and they are happy to give you honest feedback on your idea, and on whether you are the right person to deliver it: “a safe pair of hands”.

Meet in person

A video call saves time, but I strongly recommend meeting in real life, over a coffee or a beer.

I have been a face-to-face salesperson for over 40 years, so you may think my methods are a little old-fashioned. But meeting in person lets you read their body language, and sense whether they genuinely want to help you take the first steps in your new life as a Local Hero.

Be yourself, and listen

You may be nervous about this meeting, because you do not yet have a track record in your new idea. The first attribute of a successful salesperson is authenticity. The second is the most important sales skill of all: listening.

Authenticity is everything. If you come across as false or, worse, over-eager, the conversation will quickly grind to a halt as they suddenly remember another urgent appointment.

A good way to start is with a little reminiscing about the last time you met or worked together. Compare notes on what happened and the people involved, good and bad. This shows that you are still the nice person they liked and trusted back then.

Ideally, they, or someone they know well, is struggling with the problem you now solve.

Expect a qualifying question

Take the example from earlier articles: the challenges some young people face in getting good grades in maths. If you already have a proven track record, say 25 years teaching at a local school, this should be very straightforward. You are already known and trusted.

But say you are younger, with good maths grades yourself and no track record in tutoring. Then expect a ‘qualifying’ question, such as “So how would you help that student improve their grades?”

Other Local Heroes might hear “So how will you improve my garden?”, “How will you walk my dogs?”, “How will you help me with my painting?” or “How will you show me how to use AI in my own business?” These are all real Local Hero stories from our recent Beermat Monday, our free drop-in networking event.

Don’t talk money yet

Be wary of anyone who wants to start with day rates, perhaps adding “I hope you’re not too expensive?” This is an early warning flag, which I will explain when I cover Pricing.

For now, you can say: “My rates depend on the urgency and difficulty of the work. I’ll come back to that once I understand your timing and exact needs.”

Ask before you tell

In first meetings, inexperienced salespeople tend to leap into a fast-talking ‘feature sell’. This is understandable. You are nervous about your credibility, so you are keen to prove your expertise straight away.

This is too much, too soon. Ask questions first, so you fully understand their needs: what is getting in the way of good grades, a beautiful garden, a well-exercised dog, a better painting technique, or making use of new technology?

Listen carefully and take plenty of notes. A nice notebook is very useful for this. Then repeat their needs back to them, to show that you really are listening. You are building empathy, the best instrument for winning new business.

The Visualising Probe

Then, in a light-hearted way, use a well-known and effective sales technique: the Visualising Probe, or Question. It goes something like this: “So if I improve those grades, or make your garden the talk of the street, or tire out your dog, or have your friends asking you for a sketch, or make your business more effective… then you’d be delighted?”

This is starting to sound like a sales pitch, and the usual reaction to a pitch is Scepticism. You always meet Scepticism with Proof: a real example of how you have solved that problem before.

If this kind person, or their friend, is going to try you out, you are essentially asking a favour. So you give them the best possible service for a very reasonable price, whatever they can afford.

Then you deliver to the absolute best of your ability. Afterwards, ask whether they feel they got value for money. If it is all positive, you may be able to write them up as a case study, anonymously if they prefer. More on this in a future article.

Offer one Golden Nugget

For now, the secret is to keep it all simple and straightforward, without too much detail.

In sales, we talk about ‘Golden Nuggets’. As you prepare your value proposition, especially in conversations with friends and family, you will soon come up with dozens of ideas for improving people’s lives and making good money along the way.

That is laudable, and it will give you confidence. But in that crucial first meeting, when they ask “So how exactly will you help me?”, pause for a moment, then offer the first Golden Nugget ONLY.

For example: “I always start with a quick maths test”, or “testing your soil”, or “meeting the dog at your house”, or “finding a good book on painting for you”, or “a quick AI search of your own online presence”.

If that meets with approval, ask the next vital question: “When would you like me to start?” Ideally, they will say “As soon as possible”, followed by “But how much would you charge me for this?”

I will show you how to complete this crucial first sales task, the Close, in my next article.

Your one thing this week

Write down your first Golden Nugget: the one thing you always start with. Then say it out loud until it sounds like you.