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IT’S NO SECRET that it costs a lot more to acquire new customers than to retain the ones you’ve got. Winning new customers is one of the most challenging aspects of running a business, but there are many ways to go about it.
“Create an environment that shows you are easy to do business with, that you can handle complaints and that you mean what you say. When you’ve won a contract it’s important to deliver on all your promises.
This is the starting point for building trust which is key to winning new business,” explains John Leach, of management consultants Strategem.
He offers the following pointers to help you make a success of winning new business:
- Do your research and understand who your customers are.
- Thorough research will help you prepare best – and it will also help you decide whether a certain customer is worth the attention.
- Choose your customers carefully. Learn to walk away and say no – a problem customer could cause hassles such as lengthy payment periods, or worse still, not being paid at all.
- Find out who makes the buying decisions – don’t tolerate time-wasters; ensure you concentrate on those individuals with influence.
- Be clear on how you are going to reach your customers. Decide what your marketing tools will be and more importantly, ensure they suit your budget.
- Be clear on what makes you different – this is a question you will be asked all the time.
- You can never prepare enough. Before going to sales meetings, ensure that you are 100% prepared.
- Anticipate any problems that may arise and questions that will be thrown at you so you can handle any objections – prevention can work better than cure.
We’ll add that the tighter you can be in defining who your customer the better. Go so far as creating the Avitar of your perfect customer by; giving them names including the children, how many do they have, where do they live (give it a street name you are familiar with), what cars are parked in the driveway, what jobs do the parents have or what businesses do they own, how old are the kids? All of this will ensure you know your customer, where to find them and what marketing messages they will respond to (a Baby Boomer a GenX and a Millennials respond entirely differently to our marketing messages). The better you understand who we are the greater the probability you create for us to BUY, BUY MORE and BUY MORE OFTEN.
SOURCE NOTE: BusinessGO
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