You have a business idea. Maybe you’ve already shared it with a few people, or maybe you’ve even sold a product or service. Now, you’re concerned about how to attract more clients and make a salary for yourself. Hopefully, you read my other article, and you’re over your fears of starting your own business. This deserves a little celebration. (Yes, it does! Whether you know it or not, it’s a great hurdle to overcome that fear and step forward into entrepreneurship).
Now, let’s talk about clients. This article has a lot more questions than answers - and that’s okay. First of all, every business is different. Secondly, you need to ask the right questions to get the answers you need. I hope you will find some of them after reading this piece. And if anything I mention isn’t clear, drop me a message anytime!
Who are your clients?
Clients are like you and me. Think about why you wanted to start this product or service. Did you notice a gap in the market? Did you see someone else doing it and thought you could do it better? Are you extending what you've done in your corporate life and now want to do it for yourself? Is there something you've been looking for that no one is offering?
Understanding your why will help you attract clients who want to work with you. They'll see that you understand their needs and are the best person to solve their problems or that you have the best product for them.
What do you already know about your clients? If you were initially helping yourself, say with a new organic soap that has specified ingredients for people with eczema, then someone like you would be your ideal customer. Easy. Now, try looking at yourself as a model of your potential client. Make a list that best describes:
Your beliefs & values,
Your financial situation (how much you make and how much you are willing to spend on products/services that you make),
Your family situation (kids, partner(s), or any family obligations that would impact how you think about products/services you’re purchasing),
What is missing in the current market that you wish you had,
And anything else that you think might matter to someone wanting a product like yours.
Build an avatar(!)
The answers to these questions will build up the first avatar of clients you want to serve. What's an avatar? It's not just for video games (or movies). It's also market speak for the type of client you are serving. It's a model you will modify and build on to help you plan (digital) marketing to attract them to your business. As you grow your company, you'll create multiple avatars. But first, just start with one.
If this product or service is not for you or a family member or a friend, create an avatar describing that client group. Where do they work? What do they complain about the most? The answers to these questions can come straight from your own personal experience with the people you want to sell to. For example, join Facebook groups connecting your target audience/buyers and where they discuss topics important to them. You'll get a good sense of what bothers or challenges them, what makes them happy, and what words they use to describe themselves and their needs.
What if you want to sell to a group you have no experience with? Firstly, why do you want to help that group? Secondly, do you know anyone from this kind of group that you can talk to? You'll want to create a safe space to ask direct questions about their values and lifestyle. This could mean going outside your comfort zone (where all growth begins).
Stand out from the competition
It's not always the unique service or better quality product that attracts clients. People like people and are attracted by them. I know not everyone feels comfortable putting themselves in front of (any) audience. But there are ways of being out there without doing a Facebook Live, for example. People become attracted to the story. You have a story. Don't tell me you don't. I know you do; everyone does!
If you don't know your story and still insist that you don't have one, then it would be a good idea to talk to a friend. Tell them why you want to do this business. Why it's important for the people you want to help, and why YOU have the knowledge, experience or expertise to start it. See? You just shared your story!
If you don't have a friend that you trust or feel comfortable talking to, send me a message. I'd be happy to listen.
Attract your buyers
Now, you need a plan and a strategy for how you will get in front of the people who will buy your services or products. Where can they find you? Online? Brick and mortar? How often will you be there? Can they find you and ask questions? Where can they see or feel what it's like to work with you? Or to use your product? Are you at conferences? Fairs? Pop-up stores? Can you do a demonstration online? In-person? How will you keep in touch with them? How often will they hear from you?
When you answer these questions, plan the next steps for your business’s presence and offerings. Do the things that fit who you are and feel comfortable to you. However, I challenge you to stretch your comfort zone. Push your own boundaries and see where it takes you.
And remember: All the questions I am asking in this article should inspire you. Take notes, start planning, and ask yourself even more questions until you know what should be your next step.
I cannot express this enough. There is no one perfect way to run your business, to find clients, or to be successful. It doesn’t matter how many other companies do something similar to what you offer. Only you can do what you do the way you do it. No one else. It’s special. People want what you have to offer; they just don’t know you’re out there yet.