You read the title right, stop being so focused on how much you need customers. You may have seen a decline in sales recently, but you don’t want current or potential customers to know, so you have to stay cool as a cucumber. Grasping for customers can turn a lot of potentials away and make current customers question their loyalty.
Here are 3 reasons to stop needing customers:
Desperation is unattractive
If you approach an interaction with a potential customer feeling desperate about landing them, you’ll often look desperate and make compromises you wouldn’t normally make. Whether you’re dating, selling a product or networking, desperation doesn’t look good on anyone. You likely don’t know you look desperate, but if you’re quick to offer discounts, fast to schedule appointments or respond to emails in a matter of minutes, you may just be giving off the air of desperation.
It’s time to retrain your brain. Understand your company won’t crash and burn because you don’t land this one customer. It’s not the customer’s responsibility to keep your company alive, it’s yours. Remember taking on the wrong customers or clients is never the right decision.
You’ll get the wrong customers
Not all CUSTOMERS are created equal. You probably started your own company in an effort to be happier. Take the next step to being happier by saying no to customers you know you aren’t going to enjoy working with.
If a customer isn’t interested in signing with you or purchasing from you at full price, then guess what, they’ll never want to pay full price. Do you ever pay full price at Old Navy or Kohls? No, you sure don’t because you know there are always sales. You do not want to be the discount brand of your industry. The work you do is valuable. You and your customers need to understand and appreciate it.
Similarly, if you have to compromise what you stand for in order to land a customer, then you shouldn’t be working with them. They won’t come around, you won’t fix them, they won’t suddenly become open to change. If they aren’t willing to accept what you have to offer without compromise then say no and move on. You don’t need them. There are more customers in the sea.
Your message will get muddled
When you’re desperate to land customers you’ll say almost anything to make the deal, which in turns muddles your message. First step: know what you stand for. Write a clear mission statement so customers understand what makes you different from the rest and how you can help the solve their problem.
Second step: really know what you stand for. You can write the world’s greatest mission statement, but if you don’t know how to pitch it you’re back at square one. Write your mission statement, write your elevator pitch and practice, practice, practice. People want to buy from confident people, so give them confidence. If you muddle through how you can help them then you’re not going to get anywhere and you’re going to leave yourself looking like a fool. But if you have a clear, concise and rehearsed pitch you’ll appear confident, put together and able to help guide a customer through a problem.
Floundering in your efforts to find new customers? Feeling desperate to land the next deal? Chances are you are wasting money on marketing that doesn’t work. Did you know, messaging is the key to successful marketing. Our founder, Audrey Howes, is a Certified StoryBrand Guide and an expert at helping companies craft messages that sell. Request a consultation or schedule a marketing makeover for your business.