Attracting customers is the most critical issue for 79% of small businesses in the UK, according to a recent report from Statista. Customers are the lifeblood of any business if you can’t attract enough of them the business will wither. Challenging in large companies with lots of skilled specialists but harder still in small companies where you are not. If you want to attract more customers think of it as a simple two-step process.
Firstly; you want to attract the right type of potential customer to your business. This a challenge today as we all suffer from information overload, too many emails, too many websites, too many events, too many everything. It is difficult to stand out from the crowd, but several things will help you to. Most people are naturally self-interested, continually scanning for items that are interesting and helpful. You can use this to your advantage; put yourself in your customer's shoes and answer the questions “what’s in it for me?”.
Think about what type of person do you serve,
What problems can you solve?
What opportunities can you help them achieve?
How are you going to make their life better?
What makes you different
What makes you unique?
Answer these questions then build some killer messages you can put in front of your potential customers.
Easier said than done, putting messages in front of potential customers, but try to work out where your potential customers look for information and create content they will want. Use the messages you have discovered and developed. Write blogs, run events, join associations, update your website, become a social media diva, network your socks off and get your messages in front of them.
Secondly; you want to convert potential customers into customers. There is not much point attracting them if you can't convert them. Most people running small businesses do not have a sales background but can make vast improvements on their current conversion rates with a few simple steps;
Prepare for each sales interview with a bit of research on your potential customer; it is easy now to check them out on social media.
Prepare some questions that will help you get a better understanding of their needs, are they likely to have a problem or perhaps you are going to help them with an opportunity
Pack your sales kit so it includes everything you will need.
Confirm the meeting with your potential customer.
When you get face to face, look at the session as a 4-step process.
Build credibility and empathy
Find out how you can help them
Show them how you can help them
Ask for the order
When you get back, follow up making sure you action each point, dot the Is and cross the Ts
Good luck and happy hunting