6 Tips to attract your best customers to yourself.
At some point, we all dream of attracting good people to ourselves. As if we had nothing to do and things happened miraculously. It’s possible, it takes a lot of work and is not miraculous.
Take the phone.
Fall on the secretary.
Take a rake because “your contact is in a meeting, what is it for? “.
Send an email. No return.
Go to a networking party. Do not meet anyone
To have the impression of turning in circles.
Without finding new customers.
I continue or does this story tell you something?
“Do not stop please, I understand …”
Because yes, the true truth is that prospecting is not (at all) an easy task.
There are two particularly complex things with this mission: rigor and patience .
1) You have a lot of things to do to get in touch with the right person. And
2) you must ALSO be patient to be present at the right time .
And if you’re like me (but I’m caring for you), then you’re comparing yourself to the bigger ones.
And how are they doing to have so many customers?
Answer: they have a monstrous strike force compared to you .
You can not fight on their ground.
So what can you do?
The answer is simple.
You can attract your ideal customers to you.
Imagine a little:
Someone is calling you.
“Hello, I know you are the right person for my problem. Can you tell me more about your benefits? “
Is not this a dream situation?
Having experienced it a few days ago, I can tell you that it is rather comfortable.
As I know you like to be comfortable, here are six concrete tips to attract your ideal customers .
But before that, you have three important jobs to do:
1 / Know who your IDEAL CLIENTS are .
I invite you to read my article on this topic, right here .
2 / Make sure your products and services are always the best .
If you are not convinced to offer the best of yourself as I speak, then there is no point in trying to sell.
This does not mean waiting for your product to be “perfect” or “perfect”. No. But if today you look in the mirror, you must be able to say, without lying to yourself: “I give my best to satisfy my customers, and to fulfill the promises that I make them”.
Having this state of mind will be a BASIC brick in the success of your business development.
3 / Have a clear and readable offer , with a good job range.
When you need to present your benefits or products, build categories (“range”) with a product / service call that has three characteristics:
- it’s a first prize
- its functionality is extremely clear
- this feature is the same for all products / services in the range
I’ll come back to this later in a new article, but if you’re wondering about building your offer, let’s make an appointment .
Now that you have these important points in mind, let’s get right to the point.
Tip # 1: Make yourself attractive, desirable
Have you ever felt attracted to a person in a large crowd?
Remember this feeling of mystery , of wanting to know more. The beating of your heart is accelerating, your eyes are frozen.
You only think about that person.
And there, your eyes meet. A big shiver runs through your body. You feel your skin bristle. Your feelings are so strong that you look away.
What is happening at this moment?
This person pleases you, from an aesthetic point of view .
The look, the hairstyle, the body … And you project with her / him , for a moment.
That’s why you’re embarrassed when your eyes meet. Because the imaginary is taken up by reality.
So this attraction is triggered primarily by an aesthetic beauty that pleases you and attracts you.
This is closely related to your tastes, your culture, your education. A whole mishmash of settings that make you particularly like watching this person, at this given moment.
What about you and your business?
The idea is the same: try to please your ideal customers . And only to them.
Do not even try to please everyone.
Even a show has borne this name …
Make sure that your aesthetic, your image, your supports please those you want to touch .
The right question to ask is:
How do I want my ideal clients to perceive me?
And to answer it, it is necessary to ask another question before:
What would make my ideal clients want to work with me?
I give you an example.
Take a plumber (why would it be men who would do the plumbing?). Let’s call her Emilie.
Who are his ideal clients?
Imagine that Emilie wants to work mainly on high-end projects, with beautiful products and a concern for finishing. Because she loves these challenges.
In addition, Emilie has a nose: she says that these projects will be more profitable to develop his business.
His customers are surely well-off individuals, loving the modern and unique pieces.
What would make her ideal clients want to work with her?
If it shows a very high-end image, the care of its customers, with a modern and deco vision of plumbing.
How does she want her ideal clients to perceive her?
As a unique company, working only with prestigious clients on exceptional projects. Even: she would have the reputation of “choosing” her customers. There is a waiting list! Fortiche Emilie …
In terms of aesthetics, it would surely mean that it needs a premium site, colors reminiscent of luxury homes, etc.
Brand identity is not my job, and I will not go further.
But it’s important that you understand that your IMAGE is important to attract the right people .
This is not a gadget, it is your main asset to make you VISIBLE .
Tip # 2: Always look for the “little extra”
I will tell you a story that marked me.
We have an appointment in a village not far from Lille to eat in a tavern (local restaurants #carbonadeflamande #frites #biere #bieredeuxfois).
We meet family and friends for a meal that looks great. And the same goes for the restaurateur: after all, we are a table of 20, the addition should be nice in the end.
The service must be fast: you imagine, we are not the only ones in the restaurant.
Yet, when making our choice, my wife and I still hesitate between two dishes. Everything looks so good …
How to do ?
The waitress then offers us something: she will make us a plate with both dishes in one.
Like that, we do not need to think anymore.
Nice as attention!
For her and her kitchen crews, it does not change much, except during training.
But as it is casual and it concerns a large table, this small gesture will not be a loss for the restaurant.
We were “surprised” by this beautiful attention , which shows a great “interest” for us . In addition, the situation was released so simply that we were “happy”.
And it’s great.
You can imagine that we talked about it around us. And that we have not failed to tell this little story.
To explain in more detail how to do, I allow myself to resume the scheme of the magical customer experience of Laurent Beretta .
As a customer, we appreciate the experiences that make us go through these three emotions:
- The surprise : you expect things to happen in a certain way. And in fact, the workflow is turned upside down or an additional element appears. Your eyes become the eyes of a child for a moment.
- Interest : You can imagine being just one number among many others. When in fact, you are treated as a unique being , with his own desires and problems.
- Joy : you always imagine that things will get complicated at some point. After all, it’s human. But there is no: everything goes smoothly and quietly.
By seeking to create these emotions in your customers, you will trigger this feeling of “little more” .
It does not cost you anything (or very little), but brings ENORMOUS value to your customers .
What is the link with the attraction?
Two things :
1 / the fact that there has been this “little more” will make your customers want to talk about you : it is a facilitator of word-of-mouth.
2 / when your customers will talk about you around them, they will discuss this “little more”. You will already position yourself in a unique way in the spirit of the people to whom you will be recommended.
It is this element that will make you even more “desirable” , so you will attract even more customers.
Tip # 3: Tell Your Story
Our brain understands ideas better when they are embedded in stories.
If you’ve known Father Castor, you know what I’m talking about …
In the words of Jérôme Bruner, “telling stories is a bridge between what is established and what is possible . “
How will it help you attract your future customers?
For three basic reasons:
1 / To differentiate yourself
First, it is a strong and powerful way to differentiate yourself from all the competition that may exist. Indeed, your story is unique and your prospects will perceive it as such. You will leave the lot.
2 / To value you
Second, you make your prospects even more accessible to the results they can expect from working with you.
An example will be more telling:
When I talk about my story, I tell my first coaching adventure with Amandine, an interior decorator in Lille. While I was looking for an entrepreneurial mission, she needed help to restart her business.
She still had clients, but could not fully live on her business as she dreamed.
So we worked together for four months, intense, from September. We reviewed its marketing and sales strategy, its action plans, its organization, its processes, its sales techniques …
It was my “whiplash” to launch Destination Clients since in March it had realized more than its turnover of all the previous year. And in June, she offered me a gift to thank me: she had realized in six months the turnover of his best of the last eight years.
Do you see the schmilblick?
I do not need to tell you that my services will allow you to double or triple your turnover: in one example, you realize the expectations you can expect.
When you tell your story, you are not the hero or the heroine. No no no.
Your CUSTOMERS are the heroes of your story . You are the sidekick of these heroes.
In other words, you are Alfred, they are Batman. You are Jolly Jumper, they are Lucky Luke.
You are here to HELP the hero in his own QUEST .
3 / To establish an audience
Thirdly, it allows you to create a HEARING, which will be much stronger than a simple prospect file.
Indeed, it will be attached to you , will want to follow you, and share what you say.
It is this network effect that will allow you to attract the right people.
Tip # 4: Work Visibility Strategically
You are not likely to attract big people if you are not visible.
You may be the best hotel in the world, if you do not show up, at no time: no one will rent you a room.
Now, when I say “to be visible”, I mean “to be visible strategically” .
The goal is not to be visible like that …
Spending thousands of euros in Adwords ads, flyers or in the press will do you no good if it does not serve a more global strategy.
How to define this global strategy?
It comes down to 4 points:
1 / who am I trying to touch?
These are your ideal clients.
If you do not know who they are, then this guide will help you define them.
But they can also be influencers, potential partners or network heads.
2 / how do they consume information and learn about it?
The idea is to find their general sources of information in the context of their activity.
This is extremely dependent on each sector and craft, so it’s up to you to find out.
How to find these sources?
- Ask the principals directly: “Hello, what specialized press do you read? “
- Type in Google: “blog + [business or industry]”, “forum + [business or industry]”, “journal + [business or industry]”, “site + [business or sector] of activity]
- Follow some influential industry people on LinkedIn and Twitter. Then analyze the sources of the articles they share.
3 / who do they already trust?
This question is fundamental to allow you 1) to get closer to the right people to “capture” some of this trust ( read the following article to contact the right person ) and 2) to take back the “codes of trust” that these people.
By this I mean to understand which symbols, references or personalities your ideal customers trust.
For example: a restaurant owner will trust the great chefs. Join one of them with their dress and word codes to get more confidence from your target.
4 / What message do I want to send? how will they perceive it? how should I transmit it?
Communication always faces four filters: what you mean, what you say, what your recipient hears and what they want to hear .
Ask questions about the future perception of your messages in advance to know how to say things.
It is not my job to turn these questions into communication support. It may not be yours either.
But it’s your job to ask yourself these questions .
Thus, by reflecting on this global strategy, this will allow you to work on your visibility on:
- The right supports,
- Good messages,
- The good channels,
- The right targets.
And all, in fact, at lower cost and with better profitability.
She is not beautiful, life?
Tip # 5: Bring value for free
Let’s go back to the definition of value.
The value of a thing can be defined for us as being what allows us to:
- accomplish or facilitate a task
- inspire motivation or vision
- become aware of needs and solutions
- unlock situations
- reassure yourself
- have confidence in your potential
- satisfy a need
Your advice, your expertise, your humanity, etc. are all factors that deliver value. In other words, it’s not just your products and services that do it. You are a provider of value: you give it.
How will this attract your customers?
By giving value for free, you greatly promote word-of-mouth .
And your customers will be open to receiving free advice and expert advice . They will more easily listen to what you have to say … Malynx the lynx!
I give myself as an example:
I take time to deliver advice through my articles, my lives, my publications on social networks … these are all elements that I could pay.
But it allows me to give you BEFORE you receive. Having this approach allows me to attract new people to my audience because this accessible content is already a great help.
And some of them will ask me how I can help them go faster.
And then it will be time to offer them my paid services. But in a second time.
What limit should you set between free and paid?
Choose the supports that allow you to give general value. This will be for example blogs, content on social networks, conferences, workshops …
On general media, do not set any limits.
In exchange for the value you bring, ask them to leave you their contact details (email and / or phone).
This will allow you after strokes to “reach out” to them more specifically .
For the specific, give a little by proposing the pay to go further.
Let me explain: Imagine Maurice. He is a lawyer in business law.
Maurice gives a free lecture on a specific subject = general value . He gives as much information as he can give in one hour.
Then at the end, he offers a discovery session, free, for those who have a specific hot topic that they would like to solve quickly = specific value .
It is during this session that he will propose a suitable solution that will pay off. Since he has given so much good advice, his prospect will have a real desire to go further with him.
Tip # 6: Improve your referral process
The recommendation will be your main vector of attraction. Make it extremely simple.
For this, I have several tips to give you:
1 / Facilitate the identification of the right people to convey the message
Do not say “talk about it around yourself”.
On the contrary, be more precise . Say “talk to your parents”, “Talk to your entrepreneur friends”.
Also, make it easier to identify problems that you can solve .
“If one of your loved ones [situation or problem], tell him about me for [such reason]”
2 / Have a short pitch and precise to present your activity and what differentiates you.
For this, I invite you to read the article I wrote on this topic on Webmarketing & Com
3 / Solicit regular actions from your clients, audience or partners.
We like to have clear and precise instructions.
For example, I will ask you to share this article on social networks if you liked the content .
This action is simple for you, but can serve me a lot.
4 / Ask for help from people you have helped
We tend not to want help asking not to appear too weak.
If you go beyond this bias, then you will operate a strong persuasive principle called reciprocity .
It’s about giving to ask in exchange .
We human beings do not like to be “beholden” .
When you receive a gift, you are embarrassed because you have not made such a gesture in return.
It’s the same thing when you help someone: ask for help in return .
Why not recommend to someone you would like to touch?
Now, it’s your turn to play.
In short, attracting your best customers is above all a question of being the best in your market / sector / profession.
In any case, to be in a process of both intention (“I WANT to be the best”) and action (“I do what I can to be the best”).
It is not so much a question of arriving first, but of always trying to surpass oneself to better serve your customers .
And this is an approach that will generate confidence, visibility, recommendation …
If you simply “serve”, not “serve better” , without necessarily comparing yourself, then you will never do the “little more” that will make your business inimitable and attractive.
In addition, set up processes to facilitate word of mouth and recommendation.
Because if your customers love you, do they have the right tools to talk to you about the right people?
And finally, all these actions will only make sense if your positioning strategy is clear and powerful .
Because of this positioning will flow a whole communication aligned with your actions : this coherence will facilitate your visibility, and the attraction of your best customers.