Why aren’t you getting more customers? Here Might Be why
Wouldn’t it be great if someone could just sit down with you, take a look at all your marketing and tell you, once and for all exactly what you needed to do so that there’d be no more guess work or wasted marketing spend?
“Just tell me what to do” is a statement I hear from business owners frequently.
Now that I’ve written the Client Stampede book and outlined the 7 simple steps, that answers that question. But for many that’s not the answer they were looking for. What they’re really looking for is a quick fix.
Quick fixes are fine if you need a temporary bump in your revenue numbers, or need to quickly earn a certain amount of money in a very short period. You’ve got to do what you’ve got to do. But the trouble with quick fixes is that they’re temporary. They don’t address the underlying problem of the real reason you needed a quick fix in the first place. Still, quick fixes have their place in any business - you’ve got to do what you’ve got to do.
Here’s a quick list of 4 of the most common reasons why a perfectly good company is struggling to get new customers, along with a Quick Fix solution
People don’t understand what it is the company actually does. If you hear people say “I had no idea you did this”, or conversely pigeon-holing you into a very small area of expertise when your actual area is much wider, this means it’s happening to you. Quick Fix - create a tagline to go with your logo that properly explains this, or else consider creating a one sentence summary of what your company really does and incorporating this at the bottom of every email communication.
The people who are seeing the advertising aren’t their real buyers. This might be because the ads are appearing in the wrong places, or perhaps they are appearing in the right places but they’re not being seen by the real decision maker. Don’t base your marketing decisions off of asking “how did you hear about us”. This is very weak data - most of us select the first option given or say the first thing that comes to mind. Instead it pays to take a close look at your very best customers and study THEM. Base your advertising decisions off of their habits instead of what a Facebook ad rep might advise you, or any other advertising person who sells ad space for that matter.
People like what the company is selling but they’re not happy with their terms. Perhaps delivery is taking too long, perhaps they don’t want to pay all in one lump sum, perhaps they don’t like paying for shipping. Quick fix - contact people who have come close to buying and find out why they didn’t. Perhaps you need to change shipping companies, or offer flexible financing like Care Credit or PayPal split payments, or perhaps just need to waive the shipping charges. It’s worth doing a little digging here to find out what is really going on.
A complicated customer experience - have you ever bought something online and had to click five different times just to view the article, or tried to checkout and your payment wasn’t able to go through becuase the information wouldn’t save? Quick Fix: hire a mystery shopper (or preferably several) who can help you determine where any holes are in your sales process.
As you can see, fixing these little things can make a big difference to your bottom line and is always a good place to start when you’re not attracting enough customers.
