Cash, Check Or...Cash? When credit card payments aren't an option, one thing stands between you and online sales: your credibility.
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Q: I'm a business owner whodoesn't accept credit cards. How can I make customerscomfortable about sending their money to an online businessthey're not familiar with?
Charles Laboz
Via e-mail
A: Many successful Web merchants,whether they're in the start-up phase or already established,don't offer the option of paying by credit card. In fact,Lucille Birkholtz and Sandra Neuberger of Willow Lake, SouthDakota, who operate Specially for You, selling custom clothing forpeople with physical disabilities, tell us their customers actuallyprefer sending checks rather than ordering with a credit card.
Credibility, of course, is key--anything that conveys theintegrity of your company and product is important. Prominentlyincluding your company's name, street address, e-mail addressand phone number on your site reassures visitors that you'reaccessible and aren't trying to hide who or where you are. Alsopost letters or quotes signed by real customers who include theirnames, locations and businesses. A satisfaction or money-backguarantee is most reassuring. And add anything to your site thatconveys your reputation, background and expertise. Positive,personal and forthright communication without a lot of hype isimportant.
Fitting the Bill
Marketing to health-care practitioners
Q: I co-own a medical-billingservice. Our primary way of marketing is to visit physicians andpresent information. Do you have other suggestions on how topromote a new business without spending too much?
Name withheld
A: Our interviews with owners ofmedical-billing services for the new edition of Best HomeBusinesses for the 21st Century (Tarcher) confirm that whatyou're doing is the best way to get started in this field. Mostentrepreneurs begin by knocking on doors or telemarketing. You canalso mail brochures and letters, and then follow up with a personalrequest for an appointment.
To reach more doctors, however, you should obtain referrals fromother medical professionals. If you haven't already, ask yourdoctor and other health-care providers you know for referrals, orask satisfied clients for the names of other medical professionalsthey know who might be interested in your services. You may also beable to get help from pharmaceutical sales representatives, whoregularly see doctors in their offices. (However, expect to pay acommission to reps who mention your service.)
Also consider contacting marketing directors at local hospitalsregarding their monthly staff meetings. After these meetings,hospitals often have a minitrade show so doctors can learn aboutnew products and services. You could also offer hospitals anopportunity to include a discount on your services to new doctorswho affiliate with the hospital. Another option: Contact the localmedical society about offering a discount to its members.
And don't limit your marketing contacts to medical doctors.While managed health care has decreased the number of claims beingfiled by physicians who contract with HMOs, opportunities havearisen to serve a wide range of other health-care practitioners,such as acupuncturists, dentists, chiropractors, commercialambulance services, home nursing services, massage therapists,nurse practitioners, occupational therapists, optometrists,osteopaths, physical therapists, physician assistants, podiatrists,psychologists, and respiratory and speech therapists.
After you've made initial contact with prospective clients,follow up by phone to see whether you can provide additionalinformation. Then send periodic reminders in the form of timelytips and useful information via postcards, fliers ornewsletters.
If you have a question regarding a start-up business issue,contact Paul and Sarah Edwards at http://www.paulandsarah.com.
