, , , , ,

The Importance Of Winning New Customers

What’s the most important thing you’ve got to do in your business today?

Depending on what business you’re in, it could be any one of a million things:

But I believe that there’s something which is actually more important than all those things and that is the winning of new customers and then retaining them.

Without customers you have no business. It’s as simple as that.

Customers are the one thing no business can survive without.

There are plenty of things that are nice to have:

  • A fancy logo
  • Swish offices
  • A cool business card
  • A new delivery van

Nice maybe but your business will survive without them. Without customers your business will very quickly go out of business.

The second part of my statement about retaining customers is every bit as important. Most businesses rely on on-going business or repeat business. If you have to continuously reinvent your customer base, your business is going to be very hard work indeed.

Hopefully when expressed in those terms, you’ll see why I think winning new customers and retaining them is so important.

So if that’s the case what did you do to win and retain customers yesterday?

And what are you going to do about it today or tomorrow because if it’s the single most important thing, surely you ought to be doing something about it every day?

Now if you’re going to win new customers you are going to have to be getting your key messages out to your carefully targeted prospects.

In other words you’re going to have to be active in marketing because marketing is the process by which you:

  • Communicate the right messages
  • To the right people
  • In the right way

As you can see the principal of marketing is very simple but have you ever gone through this process to make sure you’re doing it right?

The Right Messages

Have you worked out what you need to say to prospects for them to decide to trade with you?

  • What benefits do you deliver to them?
  • What problems in their lives do you solve?
  • Why should they choose you – how are you different from everyone else in your industry?
  • What guarantees do you offer, which will remove any risk prospective customers might perceive?
  • How can prospects test drive your product or service to check it’s right for them?

The Right People

Do you know exactly who your prospective customers are? Once you’ve identified the profile of your prospects you can tailor your messages precisely to their needs. If you don’t know exactly who they are, you can’t tell them what problems in their lives you can solve.

The Right Way

The final piece of the jigsaw is the communication.

You must make sure you are using the correct channels to suit your prospects. If your audience is business owners roughly between the ages of 30 – 60, the chances are that most of them aren’t spending much of their working day on social media. If so then focusing on Facebook and Twitter is unlikely to bring you much new business.

However if your audience is 18 – 20 year olds, then Facebook may be the only channel you need.

The point I’m making is that you must identify the channels relevant to your prospects. Select the wrong ones and you’ll shoot your marketing efforts in the foot.

So if you’re going to address the most important thing in your business – namely the winning and retention of new customers, you’re going to have to get to grips with these issues.

Now if I’ve persuaded you how important this is, but you’re not sure where to start, I could help you so get in touch.

, , , , , ,

Win New Customers From Your Small Business Marketing

How to generate new customers is the issue most small businesses focus on in their small business marketing. The fact that when I start working with a new client, I focus on how to maximise the value of existing customers isn’t the point here. Most clients prioritise new customers.

I’m going to give you therefore 7 very simple tips which while being pretty obvious, will make the process of acquiring new customers significantly easier.

small business marketing delivers new customers

1. Identify your niche audiences

The key to marketing is relevance. Marketing will only be successful if it is totally relevant to the people consuming it.

It’s therefore vital that you identify a number of niche audiences as closely as possible so that your marketing talks to them directly.

2. Use a variety of marketing channels

Different people like to receive information in different ways and from different sources. Many businesses use one or two ways of communicating and leave it at that. The problem with this is that if your audience don’t use these channels much or if these channels stop working for some reason then you’re in trouble.

Smart marketers use multiple channels (10 or more) with each channel supporting and backing up the other ones.

With traditional and digital media together there are now more channels available to us(many of which are now free) than ever before.

3. Use a CRM (customer relationship management) system

You need to be able to keep track of all your prospects and to keep a record of all contacts and actions. The most basic way is just to use Excel but this is very basic and has no clever functionality.

There are plenty of CRM systems such as Act or Goldmine which are very sophisticated and will help ensure that maximise your customer and prospect contacts

4. Provide helpful educational information

The more you give out to the market, the more you will get back.

By providing interesting and informative information to the market, you position yourself as an expert and start building relationships with your prospects.

5. Have more conversations with more people

The more people you talk to, both face to face and on line, the more business you’re going to do.

Login to your chosen online networking / social media platforms every day and ask questions, answer questions and provide input and feedback.

6. React quickly to sales enquiries and always follow-up

Speed of response is always impressive. If you do a good job at the very first contact, the prospect will have a positive impression of you from the start.

It always amazes me how many people fail to follow up an enquiry or lead. A while back I phoned four carpenters when I wanted a bookcase made. Only one actually called me back. You also need perseverance. You’re not going to get through to the relevant person on the first call. It may need 5 calls or maybe more. Stick in there.

7. Measure your results.

If you don’t know what’s working and what’s not you won’t know where to invest your money for maximum return.

You have to know where your money is generating a profit and where you’re simply losing money.