Icon Insurance specialises in insurance policies for smaller and growing businesses: cover for the home office, small office-based business insurance, Professional Indemnity cover (including SecurITy for IT professionals) and Lawsuit legal expenses cover. Our products and services are available on-line and/or off-line to businesses and residents of the United Kingdom

Understand their perceptions of you

If you are new in business, they will have no perceptions of you, unless they know you personally. So how can you reassure them that you are safe to deal with? Assurances include money-back guarantees and warranties. Other useful assurances include relevant expertise, client lists, and testimonials from clients.

But also consider their perceptions of your industry as a whole. For example, if you are in the used-car business, the public's perception may not be as enthusiastic as you would like. How will you overcome this?

Develop your strategy

How are you going to tell prospective customers about your existence? Suitable media could include PR stories, advertising, direct mail, websites, word of mouth, networking meetings, and staging seminars, demonstrations or fashion shows.