Over the first couple months of the year, I was hearing of so many unhappy customers here in Nairobi. I was one myself.
I don’t want to get into too many details and disclose the offender. But I will share that I hired the services of a professional to assist me in a very specific business process. He seemed confident that he could help.
Long story short. He could, but not very well and not to completion.
Because he specialises in a very different type of business process than the one I needed support with.
He is not in business to serve me or my needs. I should have never been his customer.
who are your customers?
In last month’s Nairobi meetup, I had everyone dig deep into the topic of customers. I want to share the exercises with all of you to help you provide better customer service!
The first step is to know exactly who your customers are.
None of this “I work with / sell to anyone”.
Here’s what will happen if you refuse to define your niche:
- you will struggle to find your customers because your marketing efforts will be all over the place
- your customers will struggle to find you because your message doesn’t call to them specifically
- customer service will suffer because you don’t truly understand what your customers need and / or can’t deliver to a great standard (like in my story above)
Don’t let this happen!
Take a moment to define your ideal customer. Picture just one person and describe him or her.
where do you find your customers?
Once you define who your ideal customer is, list out all the ways that you currently find them or that they find you. Think about both online and in person encounters.
Brainstorm on all the possible ways.
And once you have a full list of what you’re currently doing, I want you to consider 3 new things that you could try to attract your customers.
Here are some ideas….social media channels, print ads, blogging, guest blogging, videos, podcasts, interviews, workshops, meetups, conferences, networking events, referrals, collaborations, parterships….
Please don’t just copy someone else out there who you think is successful!! Your strategy must make sense based on your own customers and your own offering.
show them the love
Thanks to Sales Force, it’s common to hear that it takes 6-8 touches to generate a viable sales lead. In other words, you need to have some sort of interaction with a potential customer 6-8 times before they’ll even consider buying from you.
But that statistic is from 2015 and more recently I’m hearing 15+ interactions, particular for digital businesses.
I’m willing to bet that most of you are giving up before getting that far along. Am I right?
how to nuture these relationships
For each interaction, your goal is to help your potential customer start to know, like and trust you.
If you first meet someone in person, take an interest in what he or she is saying. Try to remember their name or their face so that you recognise them next time. And if you see them a next time, engage again.
Follow up with that person.
Provide more information.
Stay in touch.
Stay in touch some more.
Add more value.
Each business and industry is different. There is no “right” way to engage with your potential customers. Spend some time thinking about how you can nurture your existing and relationships and turn a stranger into a paying customer.
need more help?
If you’re finding it tough to define your ideal customer or build a strong engagement plan for them, it’s time to get strategic in your business. Let’s talk. Fill in this brief form and book a free consultation.