A year or two ago I went to see an executive performance coach, who from the look of his expensive car, posh office and designer label suit, was obviously very successful. I was hoping to pick up some tips from him to improve my own performance! We were talking about how he got started in his profession and his achievements, when he said to me "The job is easy - It's getting the clients that's the hard part!" And I suppose it is the same for most of us. We spend years learning and gaining experience to become a top performer in our chosen profession, but little or nothing on how to get clients.
I think it was Emerson who said "If a man builds a better mousetrap, though he builds his home in the woods, the world will beat a path to his door". Well I've never tried to market mousetraps, but I doubt they are much easier than anything else...If the world doesn't know about your mousetrap, then the path to your door will remain overgrown! A client of mine said " I want to learn the secrets of marketing, because nothing seems to work for me". The good news and bad news is there are no secrets. The reality is customers are hard to find, but what I can do is to help you find better strategies.
So let's start with this premise "customers are hard to find" so what can you do to make it easier? I'll give you 3 simple rules:
1. Keep the clients you already have. Look after them. They are a rare and expensive commodity. Deliver great customer service.
2. Direct your marketing at previous clients. They have used your products and services before and should be happy to do so again. If yours is a "once only" product or service, think about related but complementary products or services you can offer them.
3. Get referrals from your satsified clients. These are "pre-sold" leads and are easily converted to clients.
Only when you are already doing the above to the best of your ability, direct your time, energy and money on looking for new clients...
Remember RETAIN, REGAIN AND REFER!
posted by Get Clients Now! @ 5:41 AM
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