Establish your points of difference before seeking out clients

Best of luck to Traci Rochester confronted with starting up a design company and not having any clients (DW 21 September).

As a start-up, fledgling or well- established company, winning and retaining new business is equally competitive. You face different competition at each level in the respective market.

It sounds as if you haven’t yet clarified your positioning or proposition. Do this and you may find you do not have to shout to be heard among the masses.

A well-researched and clearly thought-out marketing plan should help you establish your points of difference. Understand the importance of these and the needs of your target markets, and then you can focus on the message.

Trevor Flannery, Sales and marketing director, Stocks Taylor Benson, Enderby LE19 4XT