Our customers are the lifeblood of our businesses, the very reason we can open our doors each day and do what we love. While many are brilliant to work with, some have the ability to drain the time, energy, ideas and life out of us.
While every customer gives us the opportunity to learn and improve, I’m sure we’d all rather work with customers that challenge us for all the right reasons. So how do you find the customers you want to work with and not just have to work with? Here are four tips to help.
1. Know who you want to work with
The first step in finding the customers you want to work with is to know who they are. If you can’t clearly identify who you are looking for, how are you meant to find them? Take a look at their defining characteristics. Do they come from a particular industry or location? Do they have a specific income, turnover or budget? Do they share a particular problem, want or need? Do they have a certain mindset?
The clearer you can be on your ideal customers characteristics, the easier it will be to find where they are, what they read, watch and listen to and who influences them.
2. Build a business they want to do business with
Now that you have a clear idea of the customer you are targeting, determine what kind of brand they want to do business with. What personality and image would attract them? What benefits or solutions do they want from your products and services? What sales and marketing messages have worked to attract these customers in the past? What information must they know to buy from you? What testimonials from past ideal customers can you use to attract them?
Once you have the answers, proactively build a business that they will want to do business with.
3. Communicate your vision and ‘why’
As Simon Sinek so wisely said, “People don’t buy what you do, they buy why you do it”. Communicate your vision and why to your customers. Make your business bigger than the products and services you provide.
Step away from the thousands of businesses who do what you do and give your business a bigger purpose, passion, cause or meaning. Then communicate it authentically to your customers.
4. Remember like attracts like
Like attracts like, so in order for you to attract your ideal customers look at who you need to become as a person and as a business owner. How do you need to talk, act and present? Who do you need to be associating with? What referral partners and strategic alliances do you need to form that will also attract your ideal customers? What circles do you need to be mixing in?
The people you want to work with are within your reach; you may just need to stretch yourself to get to them.