There exists several unspoken secrets in the marketing world that you should be aware of when contacting prospective or regular clients. Familiarizing yourself and your employees with these principles can build confidence and help you to remember the business world’s big picture.
When it comes to marketing your business, walk into any possible situation with the approach that clients do want and need your services. Believe in your products and services and promote what you are offering confidently. Don’t let negativity or a few bad experiences destroy your vision of success. There may be other companies out there that are providing some of the same work that you are involved in, but strive to be the best. Let your clients know this.
Regardless of what business you are in, know that your clients want to feel better. They want an eye cream that minimizes wrinkles, and that makes them feel better. They want industrial appliances in their business for efficiency, and also so that they can feel better about their workload and energy usage. They want their hard wood floors resurfaced, so that their natural quality is improved… and so that they can feel better about entertaining and enjoying their home. Establish “making clients feel better” as a part of your company’s philosophy.
Make it easy for potential clients to reach you. Today, searching for a massage therapist, accountant, or printing company most likely means using the Internet. Create a web site. Publish your contact information. Have a cell phone. Be available for customers. Post your hours of operation. Be present at your physical location if you operate out of one. If you are unable to be present, hire someone to answer inquiries so that clients have a response. If you operate solely on-line, have enough personnel to make communication possible.
Understand that because of our globalized economy, many of your customers have more to manage than they desire. Consider the emails, faxes, telephone calls, written correspondence, and personal and financial issues that most of us deal with on a given day. Remember this, and have patience when marketing your services. If you reach out to a first time or repeat client, and they fail to respond, give them some time. Then, try again.
Treat each prospective client as though they were your best client, yet have the mentality that you can’t make every deal. Likewise you can’t realistically make every single person happy. Though, having a warm, positive approach is likely to attract people regardless.
Be clear about what you are offering clients. This will save confusion and client relationships later. If your Japanese restaurant only serves sushi, make this unmistakable. The people that want to eat there will do so whole-heartedly and will continue. Those hoping for something else will know this in advance. They may choose to take their money some place else, but in the end, they won’t have had a bad experience because of a lack of communication. On the other hand, they may decide to try your cuisine any way, or make a referral to someone else.
Possible clients are not always experts in your field. They may know what their goals are, but you have the education and experience to make that happen for them. If your client has never been to cosmetology school, their telling you how to cut their hair could be disastrous. Let them paint picture of the desired outcome, but assure them you have skills to materialize their wishes. In any business, often times what customers request or how they do so is not always what they really want.
Your prospects might need time to consider the best decision for themselves and those involved. Allow them the space they require for further research or exploring other possibilities. In the end, if you truly believe in your services, your confidence will emanate and attract clients.
Whether you communicate over e-mail, via the telephone, or in person, your clients are human beings. Both on-line and written communication can be interpreted as ambiguous. Be aware of this.
Remember the golden rule. Evaluate your own preferences for being contacted. How do you appreciate being approached? In what manner do you wish to be responded to? Have you ever needed time to process a decision? What are your needs in the role of a consumer?
These principles may seem simple, but in our hurry to accomplish what we would like to, they can be easily dismissed. Recharge your marketing batteries with these key points and prepare yourself for success.
By John Hester