Attracting customers on a consistent basis is a struggle for a lot of small business owners. It’s something I hear all the time when speaking to new clients. It’s also something that was a huge obstacle for me in the beginning too. I’ll never forget waking up with that uneasy feeling of not knowing whether or not I was going to make enough money to live off of from one week to the next. Yikes! It makes me anxious even now just thinking about it. Maybe this is something you can relate too?
If so, I wrote this blog post for you.
I wanted to share 4 simple steps that you can take action on today:
- Know Your Customer
- Find Your Customer
- Understand The Problem
- Provide A Solution
These 4 steps are designed to help you start attracting customers on a consistent basis. See, that’s the thing, it’s the consistency that’s the biggest problem for most. You don’t want to wake up worrying about how you’re going to make a sale today. You want to wake up with the security of knowing your business is growing and thriving. You want to wake up excited to start a brand new day full of fresh opportunities.
These steps aren’t complicated. They’re simple but foundational. They are essential to long-term, sustainable success.
Ready to take a closer look? Let’s do it.
Step One: Know Your Customer
If you want to be a lead magnet, you need to know who you are trying to attract. The mistake many small business owners make is focusing on financial intentions rather than value intentions. You need to make money so you’re happy for anyone and everyone to buy your stuff. I get it. The idea of narrowing down your market can be a frightful thought but it really shouldn’t be. When you’re targeting everyone, your message is way too general so it’s difficult to connect and attract anyone. By niching your market down, you learn the specific pain points and commonalities among your audience. You can tailor your messaging in a way that resonates with them. As a result, you might narrow your audience but you begin connecting with and converting a lot more people. Best of all, it’s usually people you enjoy working with too.
Example: Female Entrepreneur Association
It’s stylish, professional and very girly. It represents Carrie Green the founder and the message she is trying to spread. You’ll also notice just how consistent her marketing is. Everything FEA does is brand consistent and as a result every time an ideal client sees a post or a video or whatever, they connect. They want to be part of this community and are willing to pay for it.
Step Two: Find Your Customer
The next step is finding out where your customers like to hangout. You learn where that is through market research, plain and simple. Then you go to them. It’s likely you’ll find a mix of online and offline opportunities- take advantage of both and integrate the two where possible. You want to develop an inner circle that your customers are a part of. Just like you want to be part of their inner circles and have the ability to connect, communicate and build a relationship with them.
Remember that you might not be a huge fan of a social media platform but if that’s where your customers are it’s important that you put those personal feelings aside and carry out your work with strategic intent.
A great place to start would be your local networking events or if you’re B2C, just big local events. If you’re business is online, you can use groups on Facebook and LinkedIn. You can ask your current and past customers. It’s also important to look at consumer behaviour, industry stats, trends and reports so you have a clear understanding of what’s happening in your overall market.
Step Three: Know Your Customers Problem.
Once you have made the connection with your target audience, it’s time to focus on listening. I mean really listen. Talk with your audience, ask them questions and listen to what they are saying. Sometimes it’s not obvious. Often what comes out on the surface hides a much deeper root issue. Try to figure out their problem but also their definition of a solution. What’s the end result? In an ideal world, what would they like to happen?
Step Four: Provide A Solution
It takes a lot of work to get to this point but it’s 100% worth it because you can move forward confident that there are customers out there looking for you. They are waiting for you to provide a solution to a problem you know they have. It’s time to roll your sleeves up and ensure the experience you deliver through your products or services covers every single pain point and reservations they have. If you sell the result rather than the product/service itself and you remove the risk by answering all the reservations, you are going to start converting a lot more sales. People buy with emotion then justify with logic. Sell the ideal lifestyle / feeling they want then justify how you can help take them from where they are now to where they want to be.
Now we’ve got these four key steps in place, it’s time to talk about the glue that hold it’s it all together. That’s consistency. If you want to attract a consistent flow of customers to your business then you have to be consistent on your end too. Marketing is an everyday thing not just something to panic about when you have a low period.
Consistency matters! Daily results come from daily actions. Reps build muscles.