As a marketing consultant and sales trainer I often meet with clients who tell me that they “just can’t sell enough…” or “Can you teach my people how to close?” It never fails that after a bit of research and investigation we find that many of the customers we try to sell aren’t really viable users of our products. So once again we need to go back to marketing. Who are your perfect clients, where are they and how can you get more of them?
Have you ever tried to identify your perfect client? You know, your BEST customer? If only you had a building full of THOSE residents, a portfolio full of THOSE customers. Where do they come from? Why do they buy your product? Do they understand the value of what you provide? Most importantly, will they spend what’s necessary to happily buy your services again and again?
Successful selling always starts with seeking the right client and knowing the value of what you sell. If you are constantly being turned down or people are not buying what you have to sell consider two things: you might not be selling the value of what you have, or… you may not have the right customer.
Whether it’s Senior Housing, financial planning, funeral services or Homecare, one thing is for sure. Your best customers always understand the value of what you are offering. They know why it costs what it does. They trust you to deliver it and they expect to get what they paid for.
So what does your perfect client look like? How do you recognize them? What keeps them coming back? What makes them refer business to you time after time? You might want to make a list. Write it down. Take a good look at it and decide where to spend your marketing energy in the future. We spend hours chasing customers who have no idea what we do, don’t have the means or the desire to buy our product or worse, are content to buy nothing. We often make ourselves crazy thinking people are buying everything from our competitors when in fact our biggest competitor is the status quo; those customers who buy nothing.
So start a list of the attributes of your best customers, their source, how they found you, their income, or budget, their willingness to buy, and the level of ease of your relationship. Once you identify these qualities go and find more clients with the same ones. Marketing is not magic. It takes research, planning and hard work. Without it your business will cease to exist. Instead of complaining about your clients not “buying” go and find better clients. It will change your world.