NFIB

Hire Employees Who Already Know Your Customers Personally
03/ 28/ 2002

When taking applications and interviewing potential employees, you probably focus on skill, experience and personality. But don't overlook another important trait that can really be a boost to your business: hiring employees who know the people who will be your customers. In today's Workshop, Jeffrey Moses explains.

Every type of business has specific, built-in customers. Retail stores have certain types of customers, who often reside in a defined area of the city. Service providers have certain categories of customers, many of whom will be repeat customers. To take advantage of this, try to hire employees who already know and are familiar with these customers.

For instance, the perfect new employee for an art gallery is a person who is personally acquainted with large numbers of potential art purchasers -- not merely as a former employee of another gallery, but as a member of certain clubs or associations that are involved in the arts. These could include friends-of-the-arts organizations, country clubs, ladies auxiliaries, literary associations, golf and tennis clubs, etc. While many members of such organizations may not need full-time employment, you may be able to attract part-time help that could be invaluable for your business. To contact these individuals, call the organizations' central offices and see if you can advertise in bulletins or newsletters. Or simply ask the receptionists if they know of individuals who might consider part-time work.

As another example, a software company could consider taking on new salespeople who are familiar with purchasing managers or Information Technology (IT) managers at large local companies. The purchasing or IT managers are the decision-makers when it comes to purchasing new software designs and/or upgrades of existing software. How to find employees who know these people? Consult with freelance software designers, recruiting firms and even the managers themselves. A little detective work may uncover a few potential employees who are well known and highly respected among your potential clients.

A retail shop should always try to locate new employees who are well connected in the field. For examples, sports equipment stores should try to find new employees from among well-known local athletes, perhaps members of organized groups or teams. Upscale women's clothing stores should search for new employees among society groups in the city. Lawn and garden stores should contact members of gardening organizations.

New employees who know your potential customers offer a two-fold benefit. First, they tend to know the industry. Second, they may come with ready-made customer lists. This combination can provide an immediate and lasting boost to your sales.

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