If there was a magic wand that would bring you the perfect client, what would that client look like?
I bet this is something you’ve thought of. The reality is, there is no magic wand. There is no secret formula. There is however, proven methodologies that do help you attract clients. It’s called speaking your clients language and uncovering exactly what it is they’re trying to accomplish.
Push vs. Pull
What does the term #modernmarketing mean to you?
What this means to me is we don’t push ads on people like we have since the 70’s. Technology in the last five years has changed the way we buy things and how people buy things. Buyers want to learn about what they’re about to buy. We have environmental concerns and climate concerns. We hate being sold to by pesky, early calls telling us our computers have been compromised or invitations to increase our credit limits. The TV commercials we now fast forward as we DVR most of our favourite shows. The large amount of emails that fill our inboxes asking us to buy stuff. Intrusive. Annoying.
Then there is the kind of advertising that we don’t mind or don’t really notice. The ads along rink walls, banners sporting company logos at golf fundraisers, promotional products in your grab bags at a community event, signs of specials at your favourite store.
Have you ever thought why we don’t mind? It’s because it isn’t intrusive. It isn’t interfering in what we’re doing or concentrating on.
Can you guess where I’m going with this?
Promote yourself in a non-intrusive way
How are you showing up to your audience? Are you entertaining? Educating? Are you a resource?
Whatever product or service you have, the methodology is the same.
Get yourself out of your own shoes and put yourself in your customer’s shoes. Really. Go there. It’s important to get out of your head – out of your own offers and programs and products and services. Think about what your client’s daily life might look like. How often do you think they’re deleting emails because they find them intrusive, annoying, and not useful? How often are they hanging up on those pesky calls?
Hopefully we’re entering our client’s inboxes, first of all, because we have permission to. You’ve developed a relationship where the person accepts you popping in. When you call someone you don’t know, you’ve at least done your research and have a real reason for calling. Then the BIG Q is: What do they need help with? How long will they welcome you into their lives, inboxes, and social spaces? They will welcome you, as long as you provide a product or service they want.
When you find that spot where clients crave your insights, tips, and tools, you no longer are intrusive – they will welcome you.
Offer valuable information
Maybe it’s pure entertainment or inspiration. Maybe you send notifications when their favourite product is on promotion. Speak to this through story and client case examples:
A. How they felt and how they overcame something with your help.
B. How they got results and solved something.
C. How you saved them time by completing something quickly that normally would have taken a long time.
D. How hard earned money was saved.
And THAT will get that momentum moving forward to the place where you will begin attracting customers – your audience – who will value your assistance and will pay you money for it.
Uncovering client’s needs is about listening. It’s also about knowing what effective questions to ask in order to get to the root of the problem, issue, or concern and what to do with that information afterwards. This, my friend, takes practice. But, if you have a strong sense of wanting to help people and less of trying to “sell” your widget of the day, you will begin your journey of being an effective problem solver.
Nicole Gallant, SmartCat Strategist