No matter how the world changes, one principle stays the same: A business needs customers to remain viable. Below are tried-and-true strategies for winning over clients — and holding on to them.
1. Meet customers where they are
We want to be our clients’ neighborhood beauty store; so we cluster our stores where they live, work and play. By going where our customers work out, grab coffee and run errands, we integrate into their lifestyle rather than try to change their behaviour.
This strategy is a powerful acquisition model for us. We know we’ve done something right when a customer runs in after physical exercise in their sweaty clothes and feels comfortable grabbing mascara or asking for beauty advice.
2. Stay in constant contact
Ask yourself how long you want to be in business. If the answer is 10, 20 or 30 years, act like it. Too many entrepreneurs live month to month. Everything they do is short term, and they never build a sustainable business practice. That’s why most of them lose.
Stay in constant contact with customers through phone calls, text messages, emails or social media. You get referrals by continually communicating your value. People don’t necessarily do business with people they’re merely referred to; they do business with people they’re familiar with. The more attention you get, the more likely you’ll win and keep customers.
3. Be enthusiastic
People don’t just buy what you sell; they buy you. How you present yourself directly correlates with your closing rate. Think about it: You hear identical pitches from two companies. But when one is more dynamic, you feel their genuine excitement to earn your business. Who would you choose?
You can’t fake enthusiasm. You have to care about your clients’ needs and genuinely desire to meet those needs. Once they become a customer, go out of your way to ensure they feel your continued excitement to serve them. Don’t keep them waiting to see results. Give them a “quick win” — a result that over-delivers, so they feel confident in your ability and become more enthusiastic about working with you.
4. Understand their pain points and earn their trust
Understanding your clients’ pain points is crucial. Ask your audience what they want. It could mean the difference between launching a no-brainer purchase and a flop. Survey your clients to uncover their struggles; then use their exact language to inform everything from sales emails to social media posts and ad copy.
Then, surprise them with something extra to keep them happy, like a personal note, phone call or gift. It’s easier to sell to an existing client than to find a new one; so build a small group of loyal clients who know, like and trust you — and will rave about you to their friends.
5. Engage with them
Generate content that builds trust, is interactive and solves problems. Customers want to be able to communicate with your brand and engage with real people. Webinars and videos are great for face-to-face interaction that builds rapport. Live video provides a more personalised, hands-on buying experience, and can include presentations and product demos.
Educate your audience and provide specific, concrete benefits. Focus on their problems and give them a tangible solution.
6. Hear what they have to say
Two words: listen and engage. Customers will tell you what they want, and how they want it. Engage with them on social media or include surveys in your emails. Ensure your website is user-friendly, both on desktop and mobile, and that it’s easy to reach you if they have a problem.
Handle problems quickly, politely and with remorse, so your customer feels important and knows that you appreciate their business. As long as you give them what they love and keep lines of communication open, they are more likely to come back.
7. Give them what they want
Client attraction ultimately comes down to two questions: Do you have what they need or want? And can they find you?
Spell out what your product or service does to help customers; then focus on engagement. Learn the personal, intimate details about why and how they want to engage with your business. Then string together a lifetime of unforgettable experiences with your brand. That’s what makes your customer scroll past your competition without slowing down. Bring value that creates impact.
8. Be truthful
Long-standing relationships are based on trust. Tell your customers you’re going to do something, follow through and communicate that you did it. Then repeat.
Make yourself indispensable and always bring value. Anticipate what your customers want before they do. Keep your standards high and exceed expectations. Don’t make excuses — own your mistakes and find solutions. You are as good as your last action; so never rest on your laurels.
9. Offer the best product possible
Buyers have more choices than ever, so you must offer a better product or service. Either make your clients money or save them time and money. Research your rivals. Rather than compete on price, offer a premium product that people will pay more for. People do research online before they buy, so it’s essential to have a great reputation and reviews.
Great marketing wins new customers. Address a problem, offer a solution and differentiate your product or service. To keep clients, deliver on your promises. Gather feedback and innovate to improve your offering.