GROW YOUR EMPIRE: Get New Customers
Why Do You Want New Customers
To begin, it is important to understand why you want new customers. There are a lot of different pieces here, so let's just start with a reference back to part one of this series on Growing Your Empire. The lifetime value of a customer can be in the thousands of dollars. With excellent customer service, you can go from a one-and-done sales model to multiple sales to the same client over a year.
Can you increase the number of times a current customer purchases and add enough to your income goals? If so, you may be able to breathe a sigh of relief at the prospect of marketing to a cold audience. Just remember, you aren't off the hook. The person who doesn't market soon goes out of business.
By the same token, understanding the experience you want to create for your current and new customers will help you develop a strategic customer acquisition plan. Whether your business is service-based or product-based, getting this crystal clear will enable you to stay true to your personality style and core values while building financial strength and market dominance.
Your Ideal Community
Part One of this series emphasized the need to create community. To take this idea of even further, you'll want to decide what your ideal community, and thus your ideal customer/client is like.
Now, don't freak out, this isn't one of those uncover the meaning of life kind of things. Simply put, who do you like to do business with? After all, you are in business for yourself. You get to choose who you invest your time and energy in to serve. And, this doesn't mean that you don't occasionally serve different types of people. Overall however, you'll invest the bulk of your time and energy in serving and attracting your ideal.
For example, the women I enjoy most working with are high achieving, big dreaming and dedicated to showing up. They are willing to do the work required for true transformation for themselves, the people they serve and the ones they love. These women are passionate about their relationship with God and want to create a life and business that glorifies Him.
I can teach any person how to build a financially profitable business. In all honesty though, when I get to work with an ambitious, Christian woman, I am in my happy place.
Who puts you in your happy place? You know, where you feel like your work has meaning and is changing your life and theirs? THOSE are the people you want to cultivate for your community.
Part Two: New Customers
I bet you're thinking, "Ok. So, how do I get new customers?"
So let's look at some practical ways to do that, okay.
After you've decided the kind of person you like to work with or create for, you have one important job. Answer the number one question, related to your business, that is in your potential customer's mind. Thanks to Dov Gordon of The Alchemist Entrepreneur for helping me get clear on that question for myself.
Let me make this easy for you...
If your ideal client is on the internet searching for an answer, how will they write it in the search bar? Will they write, "how to look younger" or "How to put my makeup on every day to minimize wrinkles and maximize youth"? You get the picture, right?
For instance, if you are a brand representative, don't post on Facebook and say, "anyone who books an appointment with me this month gets 25% off" (or whatever your promotion is.) Instead, say something like, "Are you tired of looking tired all of the time? Do you wish those bags under your eyes would unpack for good? Let's talk about how I can help you recapture the bright-eyed days of your youth."
Oh, and while I'm at it, let me just mention that no one is reading your spammy, "Join my business this month for only $5" posts. They scoot right on by and put you in the category of someone to ignore or hide. Sorry. 🙁
Do Your Research
If you're stuck for what your ideal client is looking for, go to Quora and ask for feedback. Things like, "what do you want when you decorate your home" or "what do you do when you're depressed". Go to Reddit and listen in on the conversations happening there. Better yet, send a survey to your current customers or clients and ask for their feedback. Once you've gained this insight, you can use the questions, comments and information in all of your marketing efforts.
I know it sounds like a lot of work, but if you do this up front, it will save you years (yes YEARS) of heartache and hundreds to thousands of dollars in wasted marketing. You can keep putting this off if you want. However, you will continue to struggle.
I love this verse I found in the book of Job, chapter 15, verses 2 and 3.
“Should a wise man answer with empty knowledge,
And fill himself with the east wind?
Should he reason with unprofitable talk,
Or by speeches with which he can do no good?
In other words, all of the words you say to get new customers is a bunch of hot air, unless you know what that new customer really wants.
Act Like a Queen - Build Your Empire
Empire building isn't for the weak of heart, or the short of vision entrepreneur. If you truly want to build a business that serves your needs, you must build one that serves your customer.
If you want to shortcut the growth curve, the best thing you can do is ally yourself with people who are serving your ideal client. Joint venture or partner marketing is a next level strategy to get new customers. You can read about it in Part 3 of this mini-series on Empire Building.
END THE STRUGGLE OF GETTING NEW CLIENTS
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