All businesses need paying clients. The number of prospects you reach is only one part of the equation. What are your conversion rates? Are you targeting the right clients? What if you could attract better clients and convert them at a much higher rate?
Virtually any business can easily target better clients and convert them at a higher rate. The process involves improving your marketing, sales and branding.
Marketing and advertising is what you do to reach prospective clients. The trick is to identify the right client first, and then design the marketing plan specifically for them. Once you know the right customer, you can select the right medium to reach them. Then design the specific message that will motivate them to take action. Once they take action and visit your website or call for more information, they become a prospective customer.
Now the sales process kicks in, which is designed to convert those prospects into paying clients. The sales process includes everything, from what you say to what you do. It includes your value proposition, knowledge, cost and the systems and processes you use. It includes anything else the prospect might experience when dealing with your company. The better your sales process is, the higher your conversion rates will be.
After many clients have experienced doing business with you, they begin to talk. They talk to each other on social media platforms and post online reviews to sites like Google and Yelp. This collective experience becomes your “brand.” Your brand is what others say about you, and the opinions that are formed by those who listen.
Next week our Biz Tips article will describe exactly how to get more quality clients, improve your conversion rate and develop better branding at the same time. The good news is that it will probably cost you less than what you are paying now.
