How do I find more customers?
by Murray Smith | posted on July 25th, 2008 | Attract More Clients
In my previous two posts we addressed the questions: How do I generate more profits per sale? and How do I get more sales per customer?
The third question that every business owner should ask themselves every day is: How do I get more customers?
John and I have spent years learning the answer to this question. In fact we have taken this it to a whole different level by adding one critical word that, when you add it to this question, can skyrocket your business growth and help you achieve a whole new level of success.
Ask yourself: How do I get more of my ideal clients?
Serving more customers is not nearly as critical to your success as serving the right customers. In order to obtain more ideal clients you need to have a clear marketing campaign and all of your strategies and tactics should be in sync. For example, your marketing and sales tactics need to be cohesive with your sales process.
Further, you know exactly who your ideal client profile is, what they look like, their demographics, their psychographics, etc. This is your target audience, and all of your marketing campaigns and sales processes should be aimed at appealing to this group of people.
Don’t be afraid to test out different methods of marketing. There are hundreds of market tactics to choose from, whether it be direct e-mail campaigns, Web banners, or postcards. Try some out and see what method has the highest turnover rate for your ideal customer. Then try different things. It’s about testing and continually refining so you get better and better at reaching your ideal clients, speaking to them in the language they understand.
The sooner you have identified your ideal client, and know the most effective way to reach them, the sooner you will create the business of your dreams!
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July 27th, 2008 at 3:05 pm
Perfecting this concept will make it fun to do what I do in sales at OWLS; because I won’t be taking a lot of time and energy and expense struggling with the prospects and clients that don’t really want what I’m selling; even if they may need it. It also means we’ll get more profitable because Ideal Clients are those that want exactly what you have; which means they’ll pay your price, within reason, without any objection, without wasting your time, which means you can price what you market, profitably.
The old adage works here, that you can lead a horse to water, but you can’t make him drink. The “leading the horse to water” part is expensive and a time waster, unless the horse is thirsty, ie, really wants what you have. Spending time and space with horses that aren’t thirsy is where lost profits can be found by the millions.
It’s kind of a chicken or the egg kind of issue, though; because, to identify your Ideal Client, you really have to define very well your Ideal Product or Service. Both sides of the “equation” have to be fine-tuned and precisely defined. It’s not as easy as it might at first seem, but it sure appears to be a rewarding process, to say the least.
I think it’s especially challenging when you are marketing something that’s intangible, like OWLS does. We have a number of deliverables that are aimed at improving companies and organizations by facilitating the development of their people – making their people better: better at communication, better at working together, better at resolving conflict, better leaders, managers, and coworkers. We also have behavior and personality assessment tools for companies to recruit and select their “Ideal Employees.” We can help a company organize its management better and help them train their people more efficiently, saving companies many hours and dollars.
We’ve learned that we have to improve how we quantify the value of what we deliver. The value proposition can then be precisely formulated to address the wants and needs of our Ideal Clients.
July 28th, 2008 at 1:05 pm
Love the post.
one thing I will add.
For a long time I have been using the words client and customer intermittently.
recently I found there is a big difference.
Customer implies to someone who buys from you–Transactional exchange of money for your service.
Client is someone you have a relationship with–long term. It’s on a higher level.
now with your definition of IDEAL Customer or Client we are very close to the Golden Goose.
Thanks Murray
To everyone’s continued success
Racheli Smilovits 954-567-7300
info@loans-4-u.com
http://www.loans-4-u.com
Bio http://www.MeetRacheli.com
http://www.yourmortgagecafe.com
Housing Your Families in 46 States.
P.S.We will be honored to serve you and your referrals too!
July 30th, 2008 at 3:19 pm
Very interesting what you said about people finding value on what you have to offer. I am in the business of loss and transformation and I know the importance for people to go through the grieving process in order to have a more meaningful life, but many people don’t see it that way. My book in Spanish “Transforma tu perdida. Una antologia de fortaleza y esperanza” is a self-help book to process losses, as you accept it and through different principles, finally visualize the life you want. How do you convince a person to drink water, even knowing they are thirsty, if they don’t want to drink?
I can see the importance of the value proposition….I can see the needs of the client (they even share them) but….do they want to work in order to have their needs met?
Ligia M. Houben, MA, CG-C, CT,CH
Life Transitions Consultant and Coach
Certified Grief Counselor
http://www.mymeaningfullife.com
November 16th, 2008 at 6:56 pm
I have had this online store for a year
What am I doing wrong? I do not have any customers. Please help me to understand
how to market this Online Store “SPECIAL TEAS”
December 16th, 2008 at 6:58 pm
it IS all about where you put attention!
the more specific in the desire and intention the more focused the actions are and the more accurate the results!
thankyou!
Diana