Monday, May 30, 2005

Attracting Your Perfect Customers

We have captured the new trend in doing business by working with collaboration and cooperativeness, rather than competitiveness.
Written by Mari-Lyn Hudson - Managing Director for Heart@Work Business Development Group. You can reach her at 1-866-667-0166 or kindnessinc@myway.com.
There is a much easier way to develop clients, to retain employees and still make a profit it’s called collaboration and cooperativeness. With this concept you will make more money. First, you need to develop a profile of the perfect client/customer, or even perhaps the kind of employees that you desire to have. Upon working with your profiled customer you will begin to attract them. That’s right attract them!

You will still plant seeds to get new customers for your business, just like working in your garden with care and attention. When you truly give more in use value that you take from your customers, then you are adding more value to your business services and products. When your clients/customers feel they have received value from doing business with you, you will then start to attract your desired profiled customers. The ones which are perfect for you!

Here are a couple of examples:
(a) If you are offering consulting services and you are willing to spend extra time with a new client without the thought of time or money that is ticking away. When your new clients feel valued in your presence thus he/she will become a repeat customer.
(b) If you are a teacher/facilitator and you give the kind of instruction that you contribute to or give to the needs of your student’s well-being than the cost of the class, this will be reflected in whether they feel valued in your class. Thus, they will become your sales force or word of mouth customers.

If you are not conscious of what you are thinking or feeling then you will enter into the field of “competitiveness” or “free consulting.” It’s all in the kind of energy that you put out that your client will feel, whether they want to be your client/customer. If they feel pressurized in any way the new client/customer may decide not to do business with you or be a repeat customer. Many of us don’t want to be pressurized to do business with someone.

When we provide more value than thinking about the price tag we are also working cooperatively with our clients/customer. Thus, we now begin the dance of collaboration.

Once we embrace the idea of collaboration and cooperation in getting more customers/clients we are now working towards teamwork, partnerships and joint efforts, which lends itself to more repeat customers.

Who is your ideal or perfect customer?

May of us get stuck in thinking it’s everyone, that could be true, what I have found is that anyone or everyone means just that, no one. Anyone and everyone usually doesn’t show up at all, or the ones that do, are the ones we don’t want.

Here are a couple of examples:
(a) A printer told me that everyone needs printing, so anyone is his customer. I am thinking to myself, NOT. The real question is who is your perfect customer?
(b) An owner of a janitorial service company said that everyone needs cleaning. Many people need cleaning help it’s whether you want the commercial or residential target. It’s the who and what kind of customers we want to have. It was easier for this owner to come up with the kind of employees that she wanted than the customers she wanted.

Here’s what you will do to figure out what your perfect customer is:
On a sheet of paper write at the top of the page a No and Yes.

NO YES

they don’t pay on time They pay on time
they aren’t honest Honest & tell the truth
they don’t do as they say they will They do what they say they will
they don’t return their phone calls
They keep on canceling their appointments. They keep their agreements

These are just some ideas. Once you have completed the No’s first, then turn around and write in what kind of customers you do want in the YES column. As it won’t matter what targeted market you want, it’s the characteristics of your perfect customer that you want to develop. The perfect client/customer will be the same in what ever your targeted market is.

A word of caution here once you decide what you want as a perfect customer, you will now need to be that perfect person yourself. Do you pay on time, are you truthful, do you keep your appointments, do you return your calls within 48 hours?

If you aren’t, then start practicing being the person that you want your clients/customers/employees to be.





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