Having trouble attracting new customers? You’re not alone. In a recent survey with over 400 small businesses, we found that attracting new customers is a huge challenge, especially in this economy.
So, what’s the magic answer? There is none. If you’re looking for shortcuts, stop reading…now.
But if you have the tenacity to work at it, and take risks and try different approaches, you’ve got a good shot at success.
It all starts with the right product. One that solves a real pain point and hopefully offers something that customers value and that your competitors can’t easily clone. This topic is a candidate for a blooooog, not a blog, so I’ll save it for another time. Let’s just assume you have the best product in the world for now. Now what do you do?
The process of finding customers is very akin to scoring a date with the man or woman of your dreams.
Show up. Think about where your ideal date could be. Bar? Animal shelter? Cruise? You get the picture. You have to think about what kind of customer you’re looking for, and then determine where they live, what they read, what products they use etc. and make sure you’re right there to greet them with a friendly smile.
Get professional help. Friends and family is a great way to get the word out that you’re looking. But if you need professional assistance, there’s a ton of options to meet any budget. Google ad words is a great self-serve tool, but if that’s intimidating, check out services like www.reachlocal.com that will hand-hold you through spreading the word locally.
Dress to kill. First impressions matter. A lot. Most people make up their minds about others in a few seconds. Your marketing materials are no different. So test, test and test until you hit the right tone, look, color, image, message, subject line, language. You’re never done with this one. You change clothes every day. So why’s your website 5 years old?
Buy the first drink. Yes, you’ll be a few bucks short, but isn’t the extra time to tell your story, learn about the other person and create a favorable impression worth it? Same goes with your customers. Offer a free trial, waive setup fees, do whatever it takes to get their attention and your foot in the door.
Show your stuff. Ok, now the lights are dimmed and all eyes are on you. Have you got what it takes? Don’t be shy. Show your product. I’m talking about live demos, real customer testimonials, before/after stories. Anything that helps people get a real taste of what you have to offer.
Schedule a first date. Set up a time right then and there, while you’re still relevant. Make a commitment to meet at a webinar, at a conference, at the office, over the phone, over Go To Meeting. Show that you care and can’t wait to talk again.
Be ready to be followed. As you walk away, make it easy for customers to find you. Blogging, twittering and having a complete profile on LinkedIn are terrific ways to keep the lights on just in case anyone’s out there.
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