Are you gaining clients or just making noise?
If you’re not doing well in your business, it’s probably one of two reasons: You don’t have enough clients and/or you’re not marketing.
Because you obtain clients by marketing, and your marking efforts determine your income, these two factors are arguably the most important factors to your success. You can be the most educated person in the world, an expert in your field who knows the ins-and-outs of the industry like the back of your detailed hand, but if you can’t draw in new business and have people to do business with, you still have nothing.
So, what are you doing to make the phone ring?
1st you must make people see you (turn them from blind to you to suspect of you).
2nd you must engage them into knowing you (turn them from suspect of you to a prospect to you).
and 3rd you must gain their trust and fill their need (convert them from a prospect to a client.)
“I’ve done this, and I have so many clients, Lee,” you say, “but they aren’t making me money!”
If your “clients” aren’t making you money, then maybe they’re not yet your clients. They’re probably still a prospect.
Most businesses can yell loud enough to be heard and make people suspect of them. Think about how many billboards you see on your way to work or the number of commercials you’ve seen that have never made an impact on you. It’s just noise.
A lot of businesses can turn people from suspect to prospect. I can name at least 5 versions of one insurance company’s ads, but I’ve never been their client. Why? They’re engaging but have never build trust with me or filled a personal need.
Successful businesses understand your need and find a way to fill it.
So, how do YOU do this?
How do you turn a prospect into a client?
1. Find Who They Are and What They Need
– What does your ideal client look like? What do they have that you need and what do you have that they need?
2. Then Find Their Real Need
– Anticipate their subconscious need. Your ideal client can usually articulate their conscious needs (more money, dump a property that’s drowning them, looking for private money, need to buy a house), and because they can articulate this need, they’re already looking for ways to fill it. But, most people cannot identify their subconscious needs (a simpler process, someone to tell them what to do to achieve their end goal, someone who won’t cheat them, someone they can build a relationship with for future transactions so they don’t have to keep looking for new opportunities repeatedly). How can you anticipate their deep desire and fill it?
– What can you offer them that no one else can? HINT: you aren’t going to know unless you ask some questions. For an example of issues to discuss with your prospects, CLICK HERE.
3. Build Trust
– Paint a big picture experience. By the time you meet a client, they should know “YOU.” Your interactions online through your website and social media platforms, over the phone, through print ads, business cards, or flyers, should all be consistent. You are a brand. If prospects get three different versions of “YOU” by the time they’re ready to buy, they probably won’t buy from you.
– Be true to your word. If you say you’re going to do something, do it. Simple. People love honesty and integrity.
– Reach out! Don’t make them come to you. Just because someone gets your number off a bandit sign or a craigslist ad and picks up the phone to make that initial impression doesn’t mean you sit back and wait for them to continue to reach out to you. The ball is now in your hands! Pick up the phone and follow up with people.
Finally…
4. Keep Them Coming Back!
– It’s well known in any business that it’s significantly cheaper to retain clients than it is to make new ones. Once you have happy clients, continue to keep their trust and fill their needs, so you’ll have a list of repeat, loyal customers.
– Through ideal clients, you may find your next business partners who champion alongside you in relationships that make you both loads of cash. This is a one-out-of-one-hundred find but can come from anyone, so keep your client relationships strong!
Networking is vital to building your client list and furthering your education. If you aren’t networking, you need to start. It’s part of my “Rule of 56” for a reason. REI groups, regional networking events, conferences, you name it. Get off the couch and get involved! If you need an event to attend, I will pay the $497 for your seat to the next Funding Tour. That’s how important I believe networking and education are. CLICK HERE for details or call us at 800-533-1622 to secure your seat while I’m still paying for them.
To Your Success;
Lee A. Arnold
CEO
The Lee Arnold System of Real Estate Investing
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