Here is a checklist, of ten ways, to get your message in front of your customers...
1) Get New Business From Existing Customers: Ask existing clients, for more biz, before you try warming up a stone cold lead. Ask the happy clients for referrals, to people they know that you don’t. Be sure to keep track of who referred whom.
2) Pitch a Stranger: It’s like bad advertising, when you blow hot air, when pitching to a new prospect. In face-to-face mediating, you’ve got to know what to say and say it with conviction.
3) Give It to Me Straight: No one has time for the “warm-up”. Prepare well honed phrases and practice them in front of a mirror. People like it when you can get to the point rapidly and intelligently. If it’s by email, then make sure they don’t have to scroll down to read it all.
4) Talk about your Failures: Seriously! It builds credibility. Everyone can’t be perfect all the time. When you can tell a prospect why you lost a client and what you’ve learned it’s a welcome change. They appreciate not getting the usual hot air & razzle-dazzle. Then, tell them about a success.
5) Offer a Loss-Leader: People are less and less apt to buy impulsively, from a person, if they don’t have a good feeling about them. Offering a loss-leader, allows the relationship to mature over time. This is very important in B2B clients. (Loss-leader is the practice of offering a product or service, at a considerable discount and loss of profit, to attract future business.)
6) Get Sold Yourself: Pick the most successful competitors, in your area, and let them sell you. Play customer and be aware of how you feel during each step and see why their approach works so well. Auto-makers buy each others cars and break them down to nuts and bolts. You can do the same thing, in your space.
7) Start an E-mail Newsletter: This is much like #5. Give them useful information week in and week out, or month in and month out. Make them happy to see your name, in the “from” field. If they only hear from you when you want something, then they’ll turn you off when they hear from you.
8) Develop How-To Video Tips: If you don’t have a YouTube channel create one. YouTube is the second largest search engine behind Google.
9) Offer Testimonials: Satisfied clients or customers can say things about you that you can never believable say, about yourself. Use the person’s full name, if possible, when doing this. “KM from Buffalo” isn’t nearly as strong as “Kenneth Moore from Buffalo”.
10) Ask Questions: I can’t emphasize enough how important and underused this tip is in business. Simply allowing people to verbalize their needs makes them happy and tells them you listen. It also allows you to hone in, on the points, to make when it’s your turn to talk.
It’s strange, but we become so busy doing business that we have a tendency to overlook
what’s right in front of our noses. Most of the tips listed above, will come about, with our customers, while doing business.