These days, the new mantra for entrepreneurs is Teach and Don’t Sell! (The Economist 2015). A business creator’s strategy is to turn a business into a top seller by creating a business environment that encourages its focused consumer group to recognize and accept its brand.
You’re probably still hunting, as a company CEO, for unique ways to attract new customers. How would you multiply your base of clients without actually selling? Here is a series of pointers you can’t afford to miss to boost the client base of your firm.
1. Send a personal email rather than an email for sales
Use email to get closer to a potential customer and more personal. It’s something a website is unable to do. If you communicate to a potential buyer an initial email, the first assert that you’ve done your prospect research Then just introduce your brand and you as someone to whom they can turn for advice. Make absolutely sure your first cold email sparks interest and curiosity and stirs up a response that leads to a conversation.
2. Identify your specific buyer
Creating your unique buyer’s profile on a scale of 1 to 10 is vital for entrepreneurship. Until you pursue your next endeavour, make sure that you get a well-defined market segment. Your product/service is not meant to meet 80% of several different segments, so an emphasis on the 20%, else you’ll be at a blockage phase. You might have potential buyers who might be curious, but who are not prone to make a purchase. However, look for buyers who need a solution as a matter of urgency, have the resources to pay for it, and for whom your product/service suits perfectly.
3. Understand the perspective of your client
The sole motivation for any acquirer to buy the product is:
- addressing the recurring need
- following the advice of a friend/review
- price/quality ratio
- desire to learn
Therefore you are already killing two birds with one stone by giving away educational resources on your website and free product/service trial (as discussed in the previous points).
You will likely find two types of customers: those who are looking for a remedy, those who are not aware that they might be aided by your product/service.
When you practice good practices when it comes to inbound marketing data, the first type of customer will find you on Google (see point 3 above). Most likely, the second type will know about it from a trusted source (friend, colleague, analysis, etc), so make sure you develop strong business relationships.
4. Connect and interact with social media
As a businesses owner, you should use social media to bind, collaborate and interact with associates and prospects. Linkedin can also be used to link with decision-makers from other organizations and to further on establish a business relationship. Another way to use Linkedin is by posting interesting articles that you or others have written. However, be careful, it is recommended that you post only 20% of promotional content and use the remaining 80% to share relevant information for the industry but from other sources. Recall that your job is to teach, inform and advise, that is to say, to sell without selling.
Your involvement in social media should be built on authenticity and visibility. By letting the customer decide to contact you, your company can release promotions that are exclusive to these channels and reach potential buyers the way they want to be reached. Your marketing concepts should not only be visually interesting, but also rich in value in order to attain this.
5. Creating exceptional inbound marketing content
If branding output is worthy of recognition when you publish on the company blog or Facebook profile, your task is half done as buyers can find and contact you after reading posts that they find compelling and helpful. You generate credibility for your organization by acting to the needs of your potential buyers and drawing successful leaders.
6. Have a direct and concise message
This falls in line to the above point 5. Channelling the message to a specific segment in a clear way will increase the likelihood of forming an agreement. It will also empower you to tailor your product/service as you already know what the potential customer is looking for.
Make sure you understand the manoeuvring statement of the company once you start developing a business. As you collaborate with and communicate with your clients, you can grow on that. Question yourself if you can customize your value proposition to the profile of your client Are you using difficult-to-understand promotional buzzwords? You’re not supposed to! Express your insights in words that are simple and easy to understand. Think about that when you buy something but if you want to illustrate it to you in complicated terms, then you’ll get the point!
7. Transform a trend of downward sales
If the conversion rates of your firm are significantly smaller than expected, one of your responsibilities is to elevate these rates. You need to ask yourself: How do I get users to buy my product or service? The answer is, place the order first then the buyer, you should understand their true motives and problems and then apply a solution that fits the perspective of your customer. A buyer may not want to be on an email list, for instance, a sales representative on the track. The solution to that could be an open invite to a webinar intended not as a sales pitch, but as a means of indoctrinating potential customers. Make sure to add to the webinar invitation testimonials from satisfied customers and, in the end, offer a trial to reward the audience for dedicating their time and attention.
Apply these guidelines in your daily work then you’ll experience constructive feedback instantly!