James Caan: gain new business with these straightforward actions

A venture can only survive if it successfully brings in new business. Keeping a steady stream of contracts coming through the door certainly isn't easy, and there's no magic formula, however I do believe there are some positive actions you can carry out to improve your chances.

Once you've made it through the development phase and feel you're ready to get out there and sell your product, you need to take a few things into consideration. Spend time thinking about the image you want to project; focus on your marketing plan. Keep your goals in mind – clear objectives from the start will help focus and achieve success.

Every business is different and when approaching a new client it is wise to remember that a one-size-fits all approach won't work; you need to spend time researching your audience and focusing on the messages you want to communicate. Central to any sale is understanding the customer. Don't just pitch to them; get inside their head to work out what they are looking for. Market research is crucial here, and every bit as important as any ads or promotions. Also, look at things such as market size, and predict growth and barriers to entry.

One of the biggest struggles startups face is getting hold of clients and decision-makers. You are unlikely to have a proven track record or brand to fall back on, so sometimes it can become a case of cold calling. The first thing it is essential to do is make sure you understand everything about the company and who you need to speak to. There are many different ways you can gain this knowledge. LinkedIn for example is a great way to connect with somebody; it has been a real game changer in recent years. You can also take the more old fashioned route and ring the organisations switchboard or reception and simply ask for the name of the person you need to speak to. If you've read my other blogs you'll know just how much value I place on networking – are you attending the right events, such as trade fairs or your local Chamber of Commerce? A mentor can also be a great way of meeting relevant stakeholders and potential customers.

Once you've secured a meeting with a buyer or possible client, remember to bring along your passion for your product or service. As the creator of your concept, who knows or believes in your idea better than you? People buy into people first before they buy the product. If you come to sell me something I have to buy into you first. If we don't connect I'm not going to be interested in what you're selling. A customer needs to trust you. Standing up in front of a group of people to sell yourself and company is one of the hardest things you will have to do in business, but practice does make perfect. The more you do something the better you will get and the easier it will become. Make sure you go in visualising success, the right attitude makes all the difference. It doesn't even have to be business-related – think of any occasions where you have had to pitch yourself or something you believe in. You may even have made a speech at a wedding once in front of hundreds of people. It's all about getting yourself in the right frame of mind.

Rather than being over pushy on the sales front, you should see yourself as a potential problem solver. If you've done your research correctly, you will know how you can add value to the client. Approaching it this way will help you relax as well as making the client more receptive to what you are saying.

Start Up Loans loan recipient Amy Baker runs Monks & Co Clothing, a menswear shop in West Malling in Kent as well as an online store. Before launching her venture, Amy spent a lot of time researching the market and potential customers to ensure she had the right offering. From this research she already had a database of potential customers. She also knows the importance of networking, with the high street shop going well, Amy is keen to build the online side of her business and attends as many events as possible. She has recently return from The European Youth Entrepreneur Conference in Athens, which provided a great opportunity for networking and building relationships to help grow her business. She has also made sure that she is very involved in the local community, ensuring Monks & Co Clothing is well publicised in the area. Building local relationships has really help Amy build a loyal customer base and the all-important repeat purchases.

Finally, remember you've worked so hard to get these customers to buy into your brand, there is no replacement for personal interactions. Once you have started building a client base it is vital to stay in touch with them and maintain that connection if you are to get their repeat business. A happy customer will return and recommend you to others. Start with the basics and build upon them, you will soon start to see the difference.

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James Caan is chairman of the Start Up Loans Company. Each fortnight he tackles a different business issue. Keep up to date by visiting the network and signing up to our weekly newsletter. We welcome your suggestions for future topics and questions regarding your own business – please share them in the comments thread below.

This content has been sponsored by E.ON, whose brand it displays. All content is editorially independent.

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