Are you dissapointed when you don’t see a line of people waiting outside? I was, not that long ago. I was hosting an event. We had been running several ads in the local newspaper. We had published the event on Facebook, and on the website of the business, but few people showed up.
I was asking myself the question; why? I don’t believe that it was because people hadn’t seen the ads, or that they didn’t know about the event. It had to be a different reason.
Two things we need to understand:
- People are busy, now more than ever
- People have a lot of options
We’re more busy than ever. We don’t have much time left to do things that we haven’t already planned. We prioritize what we should be doing, every single day. And, at the same time, there are more options than ever.
That’s why I have been asking myself a different question lately.
How many people do we need?
How many customers do you need to talk to during a day to get enough sales to keep you happy?
The truth is that we don’t need that many people, as long as we’re talking to the right people. What we need is to understand that a long line of people isn’t always a good thing. Even though it might look good for the business. We all want to be popular, don’t we?
Be specific about who your customers are. If you are selling different products, you are targeting different groups of customers and you need a marketing plan for each of the products. It’s a different approach to sell to young people, to women, to people living in a different region or a different country. It’s always something you should adjust to reach your audience.
Be specific. Visualize who your customer is.
Pushing for sales
Don’t think they’ll come to you, just because you’re there waiting (and you have the best products). Don’t think they’ll come because you just put an advertisement in the local newspaper.
No matter what you’re doing, you’re not alone (anymore). There are more options than ever. You might not see any of your competitors in the local newspaper, or anywhere you look for that matter, but you’re not just competing with them. Create a story for your business, don’t focus on awareness and attention.
Pushing for sales is harder than ever. Instead, turn smiles into goosebumps. That’s what will get people talking about you. And, that’s exactly what you need. Make people talk and spread the word about you and your business.
Why you are dissapointed
Give people a reason to talk about you. If you are ordinary, why would they talk? People will spread the word about the extraordinary; if you’re really bad or really good.
You need to show them that you are remarkable. Don’t just focus on being great at what you do. If you’re working at a bakery, don’t just make the best bread. If you’re a chiropractor, don’t just give the best treatment. Focus on the human interaction, and how you communicate with your customers.
Find the answer to three questions:
- Who are your customers (get some details that matter)?
- What makes them smile (and remember you)?
- Why are they buying from you?
Let’s say one of your customers is a huge fan of Lebron James (NBA and basketball), now you have something interesting to talk about every time he returns to you. Let’s say you find some information about Lebron James that your customer didn’t know about (just Google him, read his page on Wikipedia). It’s easier than ever to make that customer more interested in you, it’s easier than ever to get that customer to smile. And, if you want to buy something for the customer, it’s not that difficult to know what’ll make an awesome gift.
I started this story telling you about an event that didn’t have a lot of people attending. Instead of being all dissapointed, I believe in doing the best in any situation. We focused on the people. They got 100% of our attention, and the feedback we received was great. We couldn’t have been as focused on being personal with every customer if it was a large crowd attending.
During the event, we answered each question:
- Who are the people attending?
- What makes them smile (and remember us)?
- Why are they buying from us?
Switch focus when you need to. There’s always something positive in any situation.