Do you have a marketing strategy? How are you getting noticed in business?
If you don’t get noticed, you don’t have anything. You just have to be noticed, but the art is in getting noticed naturally, without screaming or without tricks. ~ Leo Burnett
Who is your ideal client? He is the client who does business with you. You have been noticed in business not because you are giving him the latest gimmick or slathering him with marketing promises. He is the client that is doing business with you because he wants to do business. He recognizes the value and benefit of your products and services. And he may very well be the easiest client you have. The client that makes it seem like selling comes easy to you.
Do you remember what you did to get noticed in business? What did your ideal client see or hear? Was it an advertisement? Were you doing a marketing campaign or an exhibitor at a trade show? Maybe you made several sales calls to him until finally you sold him on trying a product or testing your service. Most likely it was not a chance he took. You convinced him through your marketing strategy that you had a benefit that he wanted. And he saw the value of doing business with you. The benefit and value of what you provided was what won over your client.
What is the benefit and value of what you sell?
Most people buy things not because of what it is so much as the benefit and value to them. And to sell it, you must do more than advertise. You must bring across the benefit and value or the person will not buy. After all, everyone is marketing to them. They could either do without it or go somewhere else. It is very rare for someone to sell something that cannot be found elsewhere. So be noticed in business beyond the tricks and gimmicks.
Back to your ideal client. How did this client first notice you? Was it your website, an advertisement, a referral, or something else? Chances are that first glimpse into your products and services hinted at the benefit that your client wanted. And if he liked what he received, there was a greater likelihood that he would be a repeat client. If you do not know what it is that he liked then you want to ask him? Ask what was the main reason he bought from you? Ask what is the main benefit he gets from your product and services? I wrote about price, value and sales previously. Understanding the benefit and value of why people buy from you is of key importance in selling. It is something that is key to repeat business.
Build trust and confidence with your client.
Understand who your ideal client is, what benefit you are providing him and how he values your products and services. There is a saying “All hat and no cattle” that refers to talking about what you do and who you are, but not being able to back it up. You had something to back up the trust and confidence your client put in you when he bought from you. What was it?
Consider your website. It has a function. What is that function? If you are looking to generate business with the website or increase your client development, then how are you doing that? A flashy website is attractive initially, but it must have a function. If you are looking to generate business, you must first be able to bring people to your website. And then you need to include content to back up who you are and what you do. There are also examples of your products and services, testimonials, and listings of your accolades that can help to back who you are and what you do. Your biography or company history can further tell a story of achievements and experience.
Another way to get noticed is through industry-related directories where you can place an advertisement or have a link to your website. Being involved with industry-related and business organizations helps to show you as an expert in that industry. Involvement can further help back up who you are and what you do by showing your leadership or support for that organization. This is especially the case if you are active in the organization. Taking on roles with responsibilities builds trust and confidence. People like to do business with people they know and like. Your involvement gives them the opportunity to get to know you and what you do.
I get a lot of my work through referrals. And this is a great way of getting noticed in business. When someone refers me to another person, that person gets a personal plug from the person who is referring me. This helps to add trust and confidence in the potential customer. And many of these referrals come because people were able to know me and find out what I do. I was noticed in business. And by following through with the expectations from that referral I can continue to be noticed in business. Building character in who I am and integrity in what I do is a continuous process.
No matter how you get noticed, you have to back it up with what you are about. Getting noticed in business is more than marketing. Are you about service, convenience, quality, fairness, integrity or something else? Because to continually be noticed in business and convert that potential client to a repeat client, he will see past all the hype and gimmicks. He will consistently do business with you because of who you are and what you are about. And he will notice when you are providing something of value with a benefit.