When your business is largely client-focused, your entire livelihood depends on getting enough of them. Even if your business plan is flawless from start to finish, it will all be worthless if you don’t have a clearly laid out path that will allow you to source clients. Additionally, sourcing them is only half of the issue – you then have to keep them on your side! Clients and customers rarely stay somewhere out of pure loyalty, unless they know you on a personal level. Most of the time they will simply flip to the next person or company if they are offering them a better deal. This is human nature, and it isn’t anything you need to take personally. But, if it is happening all too often and you are losing clients more rapidly than you are gaining them, you may have to address the situation with some action. Thankfully, there are a few basic things you can do along with a few tricks to find the clients that are right for you, and more importantly, keep them!
Identify your target market
It is quite astonishing how many businesses start trading without a clear audience demographic in mind. You may think that your target audience is quite wide, and therefore you will achieve more by targeting simply as many people as possible, but this is not always the case. You will instead see much greater results by streamlining your target demographic – but also try not to openly exclude any particular group either. It is also worth honing in on your ideal client in a geographical sense too, especially if your business operates nationally or regionally.
Blanket ads might grab that initial attention of your customer, but usually, you will need something much more specific to make them engage with your business. Email marketing is a great way to do this, especially if you can offer the people on your mailing list something exclusive. There are plenty of free newsletter templates available for businesses to use, so you don’t even need to spend a fortune hiring an internal graphic designer. What you will need to do, however, is make sure your clients open the email rather than just leaving it festering in their inbox. The aforementioned promise of getting something exclusive is one tactic to use here, and a snappy subject line and header always helps too.
Build a partnership
There is a common conception that business is very straight-laced and emotionless, but actually, it is heavily built upon good relationships. When you have dealt with a client, always provide a follow up with them just to check that everything was to their liking. Checking in with them shows that you care about what they thought, and can hold you in good stead for working with them again in the future. Plus, it also means that they are more likely to recommend you to another potential client – testimonials are great for business, so you will find that you get out what you put in.
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