Stop marketing and start listening to your clients is a power packed list of the top 5 tips to getting clients. Imaging for a moment that you are not the owner of your business, website, or brand, and instead, that you are a consumer seeking something for the moment. What are you looking for right now? Haircut, information, food, maybe even a new car? There are a lot of things we could be looking for when it comes to consuming a product or brand and just like you, your clients are overwhelmed with discounts, savings, and ‘free’ bonus offers, but like you, they are looking for something else. Your clients are looking for a relationship, value, and a reason to feel proud of where they are spending their money.
Today, with so many people competing for market share we have to stop thinking about, “my offer,” and instead think about what it is the client is truly seeking when they are wanting to make a purchase. Have you ever thought about the root of all shopping? We tend to believe it is necessity, but more often than not it is emotional need. We want to feel as though we have a bit of status, so we upgrade our car into a new price bracket. We know it’s going to be a stretch on our budget, but we also know that it is going to make us ‘emotionally’ feel like we’ve achieved something greater than we had before. A reward for all the work we’ve been doing each and every day of our lives!
These types of things happen all the time. People wake up, have an emotion, and seek out to solve that emotion with their hard earned money. I’ve been an owner operator of many different businesses at this point ranging from auto repair shops, insurance, spa’s, and now an online marketing company as well. The thing is, I’ve begun noticing a significant pattern in peoples buying habits when it comes to things that they have been wanting. Habits online, offline, and in their day to day when we stop marketing and start listening.
My advice, if you are truly trying to get in front of people with money, stop marketing to them and start ‘listening’ to them. They’ll tell you everything you’ve ever needed to know about what you are seeking in your business. They’ll say what they need, when, and why and typically it’ll have very little to do with what they are getting. Examples such as, “I’m stressed, I need a massage,” “I’ve gotta save money, I’m going to have my car tuned up” “I’m tired of this routine, I am going to start a business online,” are a few examples of emotions driving needs.
Top 5 tips to Getting Clients
- Stop Marketing and Start Listening – Let your clients tell you what they want and do your best to bring that to them. This doesn’t mean, “Hey, they want an ice cream…I’m going to bring them ice cream!” What it does mean is listen to the underlying reason they want ice cream. Does it remind them of being young again, a moment from their past, a certain flavor they love and why? These little indicators are going to be really helpful when you want to start getting clients.
- Discounts are dead ends – Yes, I’ve always believed that the kind of clients brought in via discounts are not really going to be long standing clients. More often than not they are simply clients that ‘hunt’ for the next big discount and they’ll continue to do just that. The next person that has a discount within the same market and brand…zoom, there they go. Avoid discounts and increase ‘value’ because if you focus on value when you are getting new clients, they’ll appreciate the added value and it’ll be tougher for others to draw them away from you.
- Make Purchases Easy – Think about most successful fast food places (yes, I know we should avoid them, but…), and think about how easy it is to purchase. You always know exactly what you are going to get because they tell you! Heck, they even go as far as making most things these days in simple packages such as, #1, #2, #3…and that’s it! Could it get any easier? Clients enjoy buying from places like that because they don’t have to think or worry, nor do they have to wonder about unexpected things happening along the way.
- Limit Options – Yes, this is similar to making purchase easy, but in a difference sense. It’s been proven that the more options we supply to people the harder it is for them to make a choice and ultimately choose something of interest. Yikes! And we thought our 10 pages of choices were showing how creative we were. Keep choices limited so things can remain streamlined and simple when it comes to these solutions.
- Define The End – “What am I talking about?” Have you ever been somewhere and bought something only to leave wondering, “Is that it?” or even worse, bought something and didn’t know what to do next? It’s a good practice to define then end result of the buying process with something that will remain memorable to a first time client. Something as simple as, “Thanks for coming in today, be sure to check your mail next week for our exclusive membership card, we’ll see you then.” It’s simple, but leaves client thinking 2 things. The first thing, “Wow, I’m exclusive and I’m going to be rewarded for being so…,” and the other thing, “Yeah, I think I will come back next week!” Win-win right?
In the long run of all that we do in our lives, it’s important that we find things we love to do. Business, marketing, and mentoring other how to go from one place in their lives to another is my particular passion.