Starting a business may be the dream that a lot of people have to get on that road to freedom and designing the life they want, but consistently getting the clients and customers to keep that dream alive is a whole different ball game. Let?s talk about 5 things that could be stopping your business from consistently attracting those high paying customers
#1: You?re not Clear on the Results You Create
Nobody cares about the processes you use in your business, but we all care about what exactly it is we?re going to get when we hand over our hard earned cash to your small biz.
I don?t care that my face cream has got patented xyz technology, but I do care that it makes my skin look smoother, hydrated and radiant. (ooh yes, please..where can I pay for that?)
My point here is: It?s your job to be SPECIFIC about the solution that you provide for your clients. Do they lose weight faster, have clearer skin, sleep better at night, have less pain or discomfort etc.?
The more specific you are about the results that you?re creating for your clients, the easier it is to talk about what you do and the more likely it will be that you consistently attract your ideal clients every time.
#2: You?re not specific enough about whom you want to serve
You can?t be all things to all people, be a specialist / expert at what you do. That?s the only way you?ll consistently attract clients into your small business. If I wanted to lose weight fast, I?ll go to the person I think is an expert at getting me there ? and I?m prepared to pay more money to get the results I want FAST. I?m not going to waste my time with the regular gym instructor who in my mind, is probably going to show me the basics, just as he?s going to show my friend John the basics of bodybuilding.
It?s probably not fair in assuming the gym instructor can?t do the job but as human beings, we make incorrect assumptions based on what we see and as far as i?m concerned, the trainer who call himself the ?Fat Loss Expert? and has got tons of weight loss clients raving about him, is the one I?ll be investing my hard earned money with.
The point here is: as buyers, we always gravitate to the expert first. Being a generalist is not going to help your business. Being a specialist makes you stand out from the crowd. This could easily be your unique selling point in your business.
You?re not a financial consultant ? You?re the expert that helps people retire early on what they?re currently making
You?re not a nutritionist ? You?re the expert that helps people lose weight without ever having to starve themselves.
The thing you?re an expert in, is what determines who finds you attractive. A generalist is not attractive to anyone and this equals no client consistency.
#3: You?re not Targeting people that can pay you
I hear this all the time from various small business owners: ? oh well, I know they can?t afford it. I can?t charge that sort of money because they won?t be able to pay it? ? Does this sound like you??
If it does, may I ask you 2 questions?:
1. Who made you King or President to decide what people can or can?t afford to spend money on?
The same customer you think can?t afford to pay you, could be the same one you might find splashing out on that $1500 plasma screen. (So, who?s the mug now??) Your job is to be like the plasma screen retailer who sets out his stall, creates desire and ALLOWS people to decide whether they can afford to get it or not. It?s not your job to decide what people can or can?t afford.
2. If they truly can?t afford your service, why are you spending your time trying to push it on them?
This can only lead to heartache because you?ll end up with those clients you know don?t value what you do, and are not paying you nearly enough to make this business dream worthwhile. Then you find yourself resenting said clients, even though you?re the one that spent precious time devaluing your services to attract them in the first place.
The point here is: Be like the plasma screen retailer. Have a clear picture of whom it is you want to serve; create your products, services, packages and prices around that customer and then let them decide if they want to INVEST in themselves through your services.
#4: You?re not Playing your own Game
I don?t think I need to say much about this do I?
If Pete, our fat loss expert (mentioned in point 2) is 50 pounds over-weight, I don?t see how he can be an expert at helping others lose weight FAST (i?m just sayin?).
You?ve got to play your own game. If you?re asking your clients to do something, make sure you?re doing it as well; because if you?re not, there?ll be a disconnect and your clients will sense this. It may not necessarily be something they can see (as with our friend Pete), but it would be a feeling that is not quite right, and although they won?t be able to put their finger on it, it won?t be easy to shake off. Once a client has this feeling, it?s difficult to cultivate the trust that is needed for them to hand over any money to you (at least without haggling or looking for a discount anyway)
Look the part for the message you?re putting out there to the prospective clients you want to attract.
#5: You?re not Having Conversations that matter
Every conversation you have in your business should be adding value in someway to your clients? lives. Before a client invests in themselves through you, they have to know you, then like you and then trust you enough to help them solve what ever problem it is they have.
The conversations you have: on your websites, social media, networking etc are what help you start building trust with your audience. Spend time getting to know the people you want to serve, and they will reward you with their trust.
Obviously, there?re lots of other things that go into attracting clients consistently, and I would love to hear from you in the comments what other strategies you use to consistently attract your ideal clients into your small business.
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