Define target market
- Find niche markets and work them.
- If you have experience in a particular industry, focus on it. If its government contracts, work that area; go to those conferences, mixers, and seminars. Present a seminar that markets your services to a particular group of people or companies.
It may seems antithetical, but the more narrowly you define your market, the stronger a reputation you can build as a solution provider. Find a need and fill it.
Many 4D developers have built successful businesses focussing on small- to mid-size companies. Large companies tend to have their own development staff in house. Doctors' offices and universities have large amounts of information that needs to be organized and readily available to staff. Think of other organizations with similar needs and target them.
Advertise
- Trade journals. Advertise in trade journals or in conference brochures targeting the market you have defined.
- Yellow pages display ad.
A current 4D developer had success with this and got a couple small clients that way. The ad ran under Computer Programmer. Ads can be costly, but will work for you even when you are on vacation.
Network
- No matter how uncomfortable. Remember - everyone, even those who appear very confident, has a basic fear of other people. Knowing this will make it easier for you to approach and strike up conversations with strangers.
- Do informational interviews with successful developers. Find out what they did that worked and didn't work.
- Develop an "elevator pitch". This is a statement that captures in 30 seconds or 1 minute what it is that you do. Develop a longer one (5 minutes) for when you have more time to talk about yourself.
- Attend Chamber of Commerce mixers. Call your local office for more info. You can attend mixers in different cities if you are a member of one Chamber of Commerce.
- Attend monthly user group meetings. Get a handle on what some of the new problems or successes are and how can participate in solving them.
- Attend conferences your clients or potential clients attend. Get out there. Be visible. Set up a booth. Mingle with the attendees and business. No matter how uncomfortable.
- Network with individuals who may have leads to potential clients. Don't underestimate anyone. Think of everyone as a potential client or lead to client. Tell them about your services.
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