A HOME-BASED CLERICAL SERVICE

"Dear John O'Callaghan,

I've started a business from home whereby I take the out sourced clerical (data entry, word proc., and some mtg. plng. & prep) from businesses, local or otherwise, pick it up from their location or they fax it to me. I do whatever it is they need and return it to them, less expensively than a temp service. I mention the features I offer including less overhead, addt'l space not needed for another person in the office, no insurances to pay, etc.

My problem: Getting these people to realize that they are saving time and money. HELP!!!!!!"

HERE'S JOHN'S REPLY:

Dear Entrepreneur, I like the sound of your business idea. Some years ago I knew a young accountant who set up a very similar service except he also had a van fitted out as a work station and gave clients the option of either having the work picked up and done back at the accountant's office, or done on-site in the parked van.

As I understand it, you have two immediate problems:

1. Finding prospects for your home-based clerical service.
2. Turning prospects into paying customers.

You probably already know who your best prospects are so it's merely a question of discovering what is likely to be the most cost effective way of making contact and selling them.

As I see it, you have two main options:

1. Advertising, whether it be direct mail, newspaper, trade magazine or radio, etc.
2. Telemarketing.

If I were in your shoes, I would concentrate 80% of my efforts on Telemarketing.

Here's why:

a.) I can talk directly to the appropriate person.
b) I can immediately act as a consultant rather than a salesperson; and by asking the right questions I can soon find out if the prospect is likely to require my services and if I am going to be able to help him or her.
c) Once this has been established, I can then concentrate on presenting the benefits of my service, tailor-made to suit the prospects needs.
d) I can also answer all their questions and reassure them on likely points of concern such as, confidentiality, reliability, professionalism, experience, track record, customer satisfaction, quick turnaround and reasonable cost.

To sum up, during a telephone call, I would:

1) Quickly establish the likely need for my service.
2) Sell the benefits of my service and offer appropriate guarantees.
3) Solicit an order there and then. I would try to close the sale by asking if I could be if any immediate assistance and/ or when it would be convenient for me to call upon them to discuss a particular problem and pickup the work to be done.
4) Finally, if I were a clerical person rather than a people person, I would concentrate on doing what I did best.
5) After hiring one or more experienced tele-sales people, I would instruct each operator on how to call up to 60 prospects per day, deliver the appropriate sales pitch and ask for the order.

I hope this answer helps you?
Entrepreneurially yours,
John.

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ABOUT THE AUTHOR: John J.O'Callaghan is small business consultant whose business column is regularly published in numerous magazines and newspapers at home and overseas. John also teaches entrepreneurship and does all he can to encourage would-be entrepreneurs start small businesses of their own.

He started his first business on a shoestring at age 25 when he set up in competition with his own boss. Over the next 15 years he started 6 more businesses, sold them all for substantial capital gains, and retired at age 40, rich enough not to ever have to work for money again. His personal motto is,

"If I can believe it, I can achieve it. If I can visualize it, I can realize it."

He has written several books including the $14. 95 best selling, "50-Secrets of Success" and "3-Step-3-Week Quit Smoking Program." (Dealers wanted for both) Contact: Entrepreneurs Network Inc., 426 Fieldstone Drive, Venice, Florida 34292-4600. Telephone or Fax 941-4971663. Toll free 1-800-668-0966.

If you have a business question John may be able to answer it through this column? Send e-mail query to: JohnOC29@aol.com
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