As a business owner, you’re in no doubt that your client base is the lifeblood of your company. A steady stream of new customers allows you to grow your business and fulfil your company vision.
The goal and challenge is to move your enquirer from a sales ‘suspect’ to being your very own customer – but what are the steps of how you can do this?
Know Your Ideal Client
It’s easier to look for customers if you know the type of consumers you seek. Without a composite of your ideal customer, you probably wouldn’t know where to start looking.
But, if you have a clear understanding of who your customer is (and is not), then you can target engaged, interested prospects and improve your ability to win new customers.
Use Your Existing Clients
Incentivizing existing customers through discounts on products/service or in exchange for referrals, works so well because those customers can tell their friends and more importantly other businesses who trust their ‘taste’, about you. This leads to quicker and higher conversions of prospects to paying customers.
High-Quality Public Relations/Marketing
The right public relations (PR) strategy can be like gold-dust for your business, leading new customers directly to your door.
The appeal of the right PR is that it can reach thousands (or even millions) of prospects. Just make sure you identify the right forum on which to seek PR. Identify key publications in your niche and reach out to the editors to see if you can talk as an expert in your field and add value to them while, at the same time, raising the profile of your own business.
Many businesses find social media one of the best places to connect and build a relationship with potential clients and customers. Do you have social media followers on Twitter, Facebook or LinkedIn? While you don’t want to annoy them with constant sales messages, you can interact and converse with them, increasing their awareness of you as well as building a relationship.
This is the part of the process that your sales ‘prospect’ must clearly understand your offerings and decide if it matches what they want/need.
Keeping Your Customer
Now that you have won that hard-earned customer, you will need to do what you can to retain them.