Introduction
The reasons why you don’t have clients can be numerous. However, there are certain steps you need to take to identify those reasons. Consequently, you will be able to discover how to get clients for small business. To start, make a list of all the tactics you’ve taken action on to find clients. Next, make a check next to any action that directly or indirectly led to you getting paid work. Now, look at the activities that have not led to any paid work. Accordingly, eliminate them from your future marketing strategies. If you struggle to identify your actions, here are some common mistakes that businesses make when trying to attract customers.
ICP Confusion
For a start, you should determine your ideal customer profile (ICP). Moreover, your team members should know the demographic and psychographic features of your ideal customer. They should know where to find them and how to speak their language to engage with them. If your organization does not have well-defined ICP, it will be challenging to craft a personalized customer experience. A personalized customer experience will ultimately appeal to your prospects and gain you clients.
Undefined Niche
To check if you have defined your niche, take a look at your marketing materials (website, brochure). Are you targeting a single market or multiple markets? Focusing on multiple kinds of customers from different areas means that you don’t have a well-defined niche. Sometimes, when you’re trying to appeal to everyone, you’ll end up appealing to no one.
General Message
Your message should not be broad and general, but rather narrow and specific. Otherwise, it will lack power and will dissolve into the background of competing noise. Wanting to help everyone and do everything will result in getting sporadic clients. You must be absolutely clear on who you help and how you help them. In addition, you also must be really clear on exactly what you do. In other words- you have to be able to express to others what you do in a way that is understandable to them. Hence, strive to be more specific about who you are talking to and how you help. Consequently, your marketing will become more powerful and you will get more clients.
Miscommunicated Benefits
In short, people are either seeking a solution to a problem, or trying to fulfill a dream, desire or fantasy. Hence, they want to know if you will be able to make things better. Thus, it’s important to immediately state that you are able to help. Later, you can tell them how. For example, “I can help you divorce your partner” is a clear benefit. Prospective clients will be drawn in by that message. Then, they might ask how you’ll do it, at which point you can talk details.
Unestablished Value
The exchange of money is simply an exchange of value. And value is in the eye of the beholder. If a prospect ever tells you that your prices are too high, it simply means you haven’t demonstrated the value of what you do. To address these questions, communicate specifically what results your prospect can expect and how your service will change their lives. A great way to do this is through the use of testimonials. Let others do it for you by sharing the amazing experiences you’ve helped them achieve.
Lack Of Market Education
Your target market should be aware that your business category exists. Thus, you should consider building a market education campaign. That way you will make people aware that a solution to their problem is out there. For instance, educate your audience through a mix of traditional and digital advertising. Once the market is educated, buyers will be more receptive to the solution your company is offering.
Dissatisfying Customer Service
The average person will tell 16 other people about a poor customer service experience according to the study. If your business is providing dissatisfactory customer support, it is surely costing you your customers. That means ten poor customer service experiences will result in a minimum of 160 other people viewing your business in a negative light. In addition, this may also be preventing you from attracting new customers through word-of-mouth referrals. On the other hand, the average person will share a positive customer service story with nine other people. In other words- the importance of strong, productive customer support will make a difference. Hence, strive to always provide satisfying customer service to your potential and current clients as well.
Website Design Issues
Nowadays, more than ever, there is an expectation for clean website design. You might have a great product, but pairing it with a poor website can discourage most people. The truth is people associate websites with product quality. Hence, you need to have a site that looks clean and performs well. If you need assistance with setting or updating your website, consult our agency experts. Click to schedule a free meeting with them and see how they can help you out on your journey!
Lack Of Persistence
Your first cold calls to prospective clients maybe won’t initially turn into paid work. Sending out a single email with an offer to sign up for your program is not going to be enough. However, they will help to get the word out that you are available for work. But in order to reach your clients, you will probably need to make an offer multiple times. For instance, at least 3-4 times and sometimes even more. Eventually, some of those cold calls could turn into paid work. The truth is, the most compelling offers must be presented multiple times to an audience. The majority of your audience will be too busy to care, or even read your email. Thus, don’t expect work to get clients as soon as you announce that you’re in business. Instead, consider reaching out several times to get your audience intrigued by your offer. Moreover, keep checking in politely with prospects, and eventually many of them will convert.
Incomplete Market Positioning
The only way to position yourself as an expert is to speak up. This includes writing, creating videos, hosting teleseminars, webinars and podcasts, and giving public talks. Speaking is how you gain credibility and status in your field – and this is essential to attracting clients. Hence, choose at least one of the options above and start doing it consistently.
Poor Sales Process
When selling to businesses or working with larger contracts, the sales process is absolutely critical. To succeed, you need to have a strategy when it comes to selling your services. People need to know you before they buy from you. In other words- you have to demonstrate your value to them. You should have a well-defined, step-by-step process from someone checking your website to them becoming a client. Creating this process will allow you to find the areas along the way where you can improve.
Disruptive Competitor
Finally, it is possible that another business is offering a more attractive service. Consequently, their company is stealing your law firm of customers. Therefore, it is important to understand the competitive landscape around your services. A good way to determine this is to speak with people in your target audience. For instance, ask them about the solutions they currently use and why they chose them. If a disruptive competitor is out there, you will eventually learn about it through speaking with customers. Furthermore, look for ways to differentiate yourself and even check out your competitors for inspiration. Don’t copy them but rather pick up some tricks that can help you stick out.
Conclusion
To conclude- there are numerous reasons why your business is unable to attract enough customers. Some of these reasons may be unique to your industry. However, many plausible explanations are shared among businesses of all kinds. Before looking for less-obvious answers, be sure to review the reasons listed here. Accordingly, check if any of the common mistakes outlined are causing your business serious challenges. Furthermore, fix them and see what happens. Moreover, give it some time. Once you start getting visible results, do more of it. It will get easier over time as your success builds and you stay focused on those you serve. If you want to work with someone to help you put all the pieces together, contact us! Check how we can help you out and schedule a free consultation with our experts!