On the fourth edition of PT’s Pointers, Paul talks about gaining customers and how to best utilise their time and yours.
New customers' acquisition can be scary, it's daunting. After all how many people like talking to strangers, let alone going up to one and asking for their money.
However this is a necessary process for any business, I’ve yet to hear of someone starting with 100 customers lined up.
First thing I would recommend doing before even thinking of picking up the phone is to look inward. Scout your business, look in before you look out and ask yourself:
What makes you special with your existing customers?
What is your point of difference?
How do we improve people's lives?
Sure enough after examining your business you will have a small profile of what business is good at and who your business is best suited for. Be realistic with your profile and stick to it.
Stretching your business to meet others needs can be very risky, do not over promise or over sell to make the sale. There’s a high likelihood you could fail, alienating not only a potential customer but also existing customers and your workforce!
Before looking for potential customers I must make one thing clear: DO NOT MAKE PRICE YOUR KEY POINT OF DIFFERENCE. If you design yourself as the cheapest you will have nowhere to go and attract disloyal customers, they are loyal to the price not you!’
Once you know who you are and who your ideal customers are, look for them! When searching, look for people you could make their business or life better. Also align your business profile with businesses that match yours.
Ideally you would like a referral to a new customer, from an existing client. (Personal or business connection). With a name you can put a face to your potential customer and vice versa.
A referral will make your life easier when it comes to not only researching the nature of their business but also gives you a foot in the door when it comes to meeting them.
Now for the hardest part. Go physically see them. A face to face meeting is the best way to be remembered.
Can you remember everyone who’s called you ? I could name 4-5 people who called today. Can you remember everyone who’s emailed you ? I know I definitely can’t.
But I do remember everyone who walked into my office and roughly what they told me.
Also there's no button to get rid of someone who’s with you face to face, you have five minutes of their attention. Good luck getting that over the phone or via email!
Not only is seeing someone in person more memorable but it gives you insight into the person's emotions and their trust levels. You can know within a minute of talking whether your business can help someone, something that is next to impossible to achieve over an email chain.
The next thing you have to do after seeing someone face to face is to not give up. Remember five minutes of talking is five minutes of learning. The person you see is learning just as much about you as you are learning about them.
Do not be daunted by setbacks, that is inevitable in sales The greatest pitch in the world can still fail on a rainy day,therefore it is important to follow up. Show them you give a damn, and chances are they’ll give back.
Lastly, I can never stress this enough. Prepare. Poor preparation leads to poor performance.
Your potential client doesn’t care about your business. They want to hear about their business. So do the research and preparation on why your business helps their business succeed.
There it is the secret to new customers:
Scout yourself.
Align yourself to businesses that mesh with yours.
Use contacts for potential referrals.
See them in person.
Be resilient.
PREPARE PREPARE PREPARE.
Next week, I will be talking about one of the worst sales strategies and how its opposite creates life long loyal customers.