Building a customer base from the ground up

Success in sales requires credibility.  The challenge for new ventures is they lack credibility.  With a limited track record to support claims of better, faster, cheaper, potential customers have limited means of assessing the risk of doing business with them. 

Credibility versus Risk

The principle of credibility versus risk means the greater the risk to the customer perceives in doing business with you, the more time must be spent establishing credibility.  In this case, risk refers to your potential customers putting their own reputation and credibility at risk by trusting you.  The challenge to any new venture is the perception of risk is high and the tools to establish credibility are limited.

Networking for the new venture

Networking for new ventures must focus on establishing credibility when you’re the new dog on the block.  Craig Elias helps new ventures understand the steps required to establish credibility and reduce the risk to potential customers.

• The necessary ingredients for success in any new venture
• The psychology of selling and customer behaviour: what customers need to see before they buy
• How to establish credibility quickly
• Long term credibility strategies
• Leveraging your network
• Getting your early customers to take a leap of faith

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