Now a days it can take upwards of 12‐15 touches with a prospect before they choose to buy your product or service. You must be persistent and consistent in your message without being a pest. Most small business owners will give up after three. Be prepared for this and develop a series of touch points that will continue to nurture your relationship with this prospect at every touch point. You want to be adding lots of value at ever touch point, thus raising the “temperature level” of a prospect until they decide to buy. Obviously you cannot just keep calling them or leaving a voice mail every few days. One of the most effective methods is a weekly e-Zine, Newsletter or a Blog. Make sure your target audience wants to receive your communication by having them opt in to receiving your message. They’ll buy when they are ready, not when you are ready. Your job is to cultivate this relationship with the value of what you do until they say, “yes, I’m ready”. Remember: everyone wants to buy something to solve their pain, but nobody wants to be sold.
Identifying your ideal client and your niche market is the basic foundation upon which every successful business is built. Below you will find 7 tips that are guaranteed to improve your business if you apply them.
Tip 1: Understand What Your Ideal Client Really WANTS
One of the biggest delusions that most small business owners make is the belief that everyone is my client. Not true! In fact when you try to market to everyone, you end up marketing to no one.
An additional belief that many small business owners have is that knowing the specific demographic information, such as age, sex, marital status, zip code, etc. is adequate knowledge in knowing who my ideal client or niche market is. This is also not true.
This type of demographic information only tells us the type of client that has a need for your product or service. You don’t want to be selling to a client that needs your product in as much as you want a client who has a want for your product or service. The distinction between needs and wants is huge and one that warrants some additional discussion. Continue reading →
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The great thing about being a small business owner is that you have no one to answer to - the challenging aspect of being a small business owner, is that you have no one to answer to…yikes!
A common mindset of small business owners is ‘I don’t need any help, I’m running my business and I’ll do it myself”! Well, sometimes it can be scary running a business, wearing all the hats, just scraping by, worrying about whether you’ll get out of the red - but guess what, it’s ok to admit that you don’t necessarily know everything.
Successful small business owners know when to call on their resources and look outside the box for assistance. They know how to attract more clients and keep their existing customers engaged and spending despite the conditions of the economy. The top 1%, those that are making over $5 Million in revenues a year, get to where they are because they’ve learned what to do and how to do it from other successful entrepreneurs.
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Have you ever picked up one of those neighborhood rag newspapers and seen all of the small business owners that advertise their business? These folks obviously see the value in advertising and have some sort of a marketing budget–even though its probably shoestring. How many of them are trying to get the attention of the same type of client as you?
Ever thought about partnering with one of them? Since you’re talking to the same person, competing for the same dollar, why not put a partnership together, offer something that leverages the value of both of your offerings and halves your advertising cost?
And the right relationship is not always in what you think is the ideal partnership. The massage therapy center partnering with up with the beauty salon is an obvious one, but what about some more untraditional pairings? For example at the shopping center by my house I saw that the nail salon had partnered up with the dry cleaner to offer incentives to their clientelle. Brilliant idea: the customer is already in the shopping center doing one errand, why not make it more convenient and easy for them to accomplish two! These opportunities are everywhere. Just pick up one of these papers and get a sense of what others are offering.
You might even partner with the publisher of the publication and offer their advertisers something of value from you if they resign for another period of advertising.
