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Did you know that about half of businesses shut shop within the first five years? If you start a business, you step into the arena, and you’re like a warrior. Whether you survive or you perish will depend largely on your ability to attract customers to your business. Here are six things that could help you do just that:
1. Attitude And Posture
Your attitude is obviously important, but posture may be a more important element that goes along well with attitude. Posture comes from knowing what kind of business you represent. Having clarity of vision and purpose, as well as knowing the value proposition you offer your customers, can give you the right posture to attract them to you. You must be aware of who your ideal customer is, what their core needs or challenges are and how your business delivers solutions to those. Every employee facing the customer must be educated about these so they can carry the same posture to both your existing and potential customers.
2. Appearance
Your appearance matters! You need to look like you are in business. You need to feel like you are in business. You need to stand out in the crowd. Investing in visibility always pays off. But unfortunately, branding is often something ignored by many businesses, especially in the initial years. They think of themselves as a business rather than a brand. Ask yourself: Are you trying to attract people or get people? If the goal is to get people, you are going to be at it for a really long time. But if you want to attract people to your business, branding is the key. Branding is much beyond just having an attractive logo. It represents the very essence and soul of a business. It characterizes what your business stands for, and so it must be communicated clearly in every marketing message that goes out of your organization.
3. People Skills
People skills are not people talents. They are not something you are born with, but rather something that can be developed. You must actively train all your employees in how to build lasting relationships with colleagues, customers, suppliers and vendors. Teach them how to win people over and create extraordinary rapport with just about anyone by making them feel truly exceptional in their presence. Teach your sales team to fall in love with your customer, not with your product. This will allow them to remain present with your customer and handle objections most effectively.
4. Customer Service
Know your customers’ needs, desires and fears more than anyone else. Do everything you can to turn every interaction with them into a memorable experience. Create raving fans by genuinely caring for your customers at every single touchpoint. Constantly commit to making your customer experience the best. Ask yourself: What is your X factor? What benefits do you offer that make your business truly unique for the customer? Always exceed your customers’ expectations. If you don’t, your competitors will.
5. Customer Reviews
Be deliberate about collecting customer reviews and testimonials. An unbiased opinion gives us a sense of trust and belief in the product or service. We can see this phenomenon at work in books and movies when we read the endorsements: “Great read!” “Best movie of the year!” “Four stars!” Even if we have never heard of the endorser, we tend to accept the compliment as if it were fact because we assume that this person has no agenda and gains nothing if you go to that movie or read that book. But if the same movie was said to be the “best they ever made” by the people producing it or starring in it, it would have less credibility or effect. Most customers like to read reviews on a product or testimonials on a service before spending their money on it. They want to hear from unbiased customers that the product was great or the service was outstanding. An unbiased opinion from an existing customer gives future customers a sense of trust and belief in your product or service.
6. Integrity
Do what you say, and say only that which you are willing to deliver. For any business, their word must be law. If something has been committed to the customer, it must be delivered. Your product or service must deliver on the promise made in its description and the demonstration given by your sales representative. If you truly believe in your product or service, you could even offer a money-back guarantee.
Despite your best efforts, if a mistake has still been made, be quick to own up to it rather than give excuses to the customer. Your customer doesn’t need a justification; they need an apology. Show respect in every interaction, irrespective of whether a customer is coming into your business or going out to a competitor.
In the end, it’s all about heart energy. Fall in love with your customers. Enjoy the journey. And build a beautiful business.
