Article by Sam Thiara 11.05.16
How many times have you thought … “I know I could have helped them” only to find that someone else is working with ‘your perfect client’.
It goes without saying that opportunity is all around us and whether your future clients are nearby or on the other side of the world we often dream about the bountiful paradise of clients lining up to do business with us.
The sad fact is it’s not true for everyone.
One of the most underutilised activities in the customer acquisition process is research but you have to quit thinking only about the ‘sexy’ part of bringing on a new client. The often unseen aspects for sustainable success are research, research and more research!
Spending your time evaluating prospects using tools such as a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis is a great place to start.
This is where you begin to build a customer DNA, the path to sustainable growth in your career or business.
At this stage, and if you have followed my previous blogs; you will have crafted your vision, mission and unique value that lie at the heart of your business and where your passion is centered.
You intimately know your unique value, that gift you possess that can change people’s lives, build greater success for you, your business and bring rewards of greater prosperity, be it spiritual, personal or financial.
So many tools exist to help the process in identifying your perfect client or ‘avatar’ as we often call in the world of digital marketing. The honest truth is most professionals still do not use the tools effectively.
Spending time undertaking desktop research into who, where and why someone would want to work with you, and only you, is a skill in itself and the one activity that will deliver the sort of business results that only a few can imagine.
We are in a time that has never before bought us an incredible opportunity to use free to low cost customer research and acquisition tools and all too often remain overlooked.
Master the art of using social media, chamber data, forums, online communities, market reports etc. to review profiles of those who you believe could benefit from your products and services. When in a face to face environment get to know people, learn about their business and avoid thinking about the sale.
After all we are in a world where social selling is the new way of doing business and out goes the antiquated methods of the hard sell.
Make it personal; find out about their goals, aspirations, what has and has not worked for them, what they read or watch, their preferred hobbies, what success means for them and equally what failure means to them. The deeper you go the more you can help.
This is an excellent time to decide whether you are in fact the right person with the right product or service to help a prospective client. If not then ask yourself a hard question – “if I work with this person will my product or service deliver results for them “. If not then move on otherwise you could be entering ‘lose-lose’ territory and that’s never good for your long term success.
Look out for my next blog
International Sales Manager, Internet Marketer & Trainer