12 Apr Are Your Customers Just Waiting for the Next Sale?
It’s true that sales can be a great way to draw in customers. But if you’re relying on “20% off” and “BOGO” offers to sell your products, you’re doing it wrong. Tweet This
It’s not that sales are bad. It’s just that sales are the icing on the figurative cake of business success. The actual cake is something much different, and its recipe is made up of three steps. Follow these steps and you won’t have to rely on the next sale for a boom in business.
Find your niche
Who are your customers? If you answered “everyone,” you’re acting like a fisherman casting out a line in a vast ocean and hoping something bites. To find customers who stick around, you’re going to have to go deeper.
Think about who your target customer is. Is it a middle-aged woman who is busy with balancing her career with raising her family and just needs a break? Is it an older retired gentleman who is into DIY projects? Really wrap your mind around the type of person who is most likely to turn to your business.
Now, think about what this person’s needs. It’s likely she doesn’t even know she has a need your business can fulfill. How can your business’s products or services fill a certain void in her life? Think about common questions this person might enter in search engines that relate to your business. How can your products or services answer her questions?
To attract your ideal customer, think outside the box. Perhaps you’re a company that repairs HVAC systems, and your customer is the older gentleman who likes DIY projects. Since he’d prefer to fix things himself, you’re not going to attract him merely with constant sales offers.
So what can you do? You could play to his personality by supplying expert advice on your website for fixing common problems. Be available by phone or office to answer his questions—not just to sell products. Now, when that man runs into a problem he can’t fix himself, he’ll call you—guaranteed.
You may be asking if you can have multiple types of customers. Yes, you can. But the more you can narrow in on your audience, the better.
Have a vision
Once you’ve worked on meeting the needs of your audience, you’ll want to shift your mindset about what your goal is as a business. Yes, in the end you want to sell products or services, but customers can probably find the same products or services in plenty of other places. Instead, you want to sell an idea, a dream, a vision. Tweet This
Think about a company like GoPro. They don’t just sell outdoor cameras and accessories. They sell a vision: the vision of being an amateur outdoor adventurer. The slogan on their website reads: “This Is Your Life. Be a Hero.” Their Facebook page features posts of people surfing, rock climbing, and sailing.
People turn to GoPro not just for their supplies, but because they believe in their vision. They believe the employees at GoPro are experts in the outdoor lifestyle and are the place to turn for questions and advice. To them, GoPro is more than a business; it’s a cool peer who will help them support an adventurous lifestyle.
Maybe you don’t sell something as “cool” as outdoor cameras. But even recycling services can be cool if your customers align with your company vision.
Revamp your website
Once you understand your target market, and once you’ve chosen your company vision, it’s time to revamp the thing that likely gives customers their first impression of your business: your website.
When potential customers visit your website, they want a quick glance of what your business is all about. They probably will only look at the information that pertains to them, so they want a fast, easy way to navigate to the places they’re looking for. That’s why it’s crucial that your website has a clean, easy-to-navigate design with straightforward, easy-to-scan copy. Tweet This
You’ll also want to make sure customers can find your website in the first place. That’s where SEO (Search Engine Optimization) comes in. If you adopt practices like choosing the right keywords to target on your website, potential customers are more likely to find you when they enter certain phrases or questions into a search engine. You can get more advice about SEO in our other blog posts, like this one.
And now . . . throw in the sales
Once you have a solid customer following, you can try sales offers to get more “bites” on your fish line. But remember, sales aren’t what retain customers. Finding your niche, creating your company vision, and revamping your website are what get you customers who stick around. And those customers buy more overall—and tell all their friends about your business.