Let’s face it; no one likes to be ‘sold to’. The one-off hard sell just doesn’t work for businesses or their customers! People buy from those they like and trust and feel they have some sort of affinity to, or relationship with. To get business, you must give consistently, especially if you are a professional service business.
Here are my top five ways to attract customers to a small business:
- Understand what your business is about FIRST: What do you do and how does it serve your customer? What is it that you provide that will meet your customers’ needs? How do you serve your customers and solve their problems?
- Identify who your ‘ideal customer’ is:Develop a detailed customer profile. Who is your customer? How does she live? Is she married with children or a single working professional? Is she a Baby Boomer or Millennial? Create a mental image of her, and make sure your marketing messages and content speak specifically to her. Remember – if everybody can use your product or service, no one will!
- Think about how to attract your ‘ideal customer’: Depending on who your customer is, some marketing methods and advertising platforms will work better than others. Once you develop your customer profile, spent time working out how to reach them specifically. The more niche your business is the easier it is to first identify and then reach your market.
- Determine Your Marketing ApproachYour marketing approach will be determined by how and where your ideal target customer seeks information. 83% of people need 5+ exposures to a business to buy – more for a higher value (financial or emotional) purchase, therefore a range of marketing channels, various advertising platforms and consistency of placement over time will keep you top of mind!
- It’s all about service. You need to listen – it’s about what your prospective customer is seeking – not what you want to sell them! Be helpful when building relationships with prospective client. Provide valuable, relevant information and content, engage with people to build a relationship, be an active and engaged listener and make sure you are a trusted resource give a good foundation for a long term relationship.
- Keep your customers:It’s far cheaper to keep a customer than to identify and find a new one. Your best opportunity to generate more revenue is to upsell to existing customers. The best way to upsell customers is to keep in touch with them and keep them happy and loyal!
- Loyalty breeds referrals:Turn your happy customers into a referral generator for your business. Find unique ways to reward and acknowledge your most loyal customers. Host a customer appreciation event or give a social media shout out to your customers. Everyone loves acknowledgement.
Remember anyone will buy something once; if you build a relationship with them they will be customers for life!