My company is young. How can I win credibility?

Hi Aunty B,

My problem is I am only 23 years old and I started my company at 20. I just learnt that a supplier has refused to deal with me because “we are too young”. Do you have any tips for me? And should I truthfully tell people my age when they ask?

By the way, I am happy to get you a coffee anytime you are in Perth and I always use spell check.

A nice young man,
Perth

Dear nice young man,

You sound like a very nice young man and I will certainly holler next time I am in Perth. But first: are you sure people are discriminating because you are young? Or is it because your business is young? There is a difference and I believe it is the latter.

So here is what you must do. First, find a senior person in your industry and get them to love your business. Get them to join your advisory board or even become a director. Then mention their involvement in every conversation.

Second, get testimonials from people who have used your service and talk of their results. Post those testimonials on your website and when you sell, ask the potential purchaser if they would like to be referred to someone who had successfully used your products or services.

Third, always act in a professional manner. One of the things you will be stressing in the sales pitch is that you can provide the hands on, personal and “out of the box” service that your big competitors can’t. So that means one thing: you must provide that service. Your staff needs that professionalism and focus on the client drummed in to them from the day they start.

Fourth, always present well. Dress appropriately. If you are selling to big corporates always wear a very nice looking shirt and tie and, of course, a suit. The shoes are new and polished. If you don’t have a nice car, don’t worry. Just hide it around the corner. Make sure all your branding, website, documentation and sales material look very professional.

Fifth, understand the industry pricing and benchmarks. Sometimes start-ups, just to get a foothold, will do naïve deals which reveal their lack of knowledge of the industry. When you hold your ground, you win respect.

And one more tip from one of the Smart 50: Costa Anastasiadis, founder of Crust Gourmet Pizza Bars says he was 22 when he started the business as a stand alone store. His strategy to ensure he earned the respect of suppliers and the industry was to make sure he always paid suppliers on time, week in week out to build his professional reputation.

Being a good player gets you a long way, he says.

As to your age – never lie in business. It always catches up to you. Remember, if you act in a very professional manner, they won’t think to ask.

But that doesn’t mean you have to answer. I would look them in the eye and say this: “I might look young but I have a lot of experience and of course with so and so on my board, we have decades of industry experience. Now let me show you some of my testimonials…”

Good luck,
Your Aunty B

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