When it comes to running a business, there are plenty of folks who believe success is equal parts talent and luck. I’m not sure I agree with this view, but I do know this for certain: when it comes to lead generation, luck has nothing to do with it.
In my experience, the “secret” to finding new customers comes down to this: people will buy from those they know, like, and trust.
The process of developing lasting relationships with customers and clients is the same as it is for building personal relationships. First, you get to KNOW a person. The more you LIKE that person, the more value the relationship will have. And as the level of TRUST between you grows, the relationship will deepen.
Ensuring that prospects get to know, like, and trust you doesn’t just happen – it takes time and effort. With spring just around the corner, why not take a fresh look at how your business stacks up? Here are a few tips to keep in mind:
Get KNOWN: You have to be in front of potential customers in order for them to know you exist. But remember: selling is not marketing! Demonstrate your value by showing prospects how you can help them. Offer information in a variety of ways – from newsletters, articles, and blogs to giving talks to groups and networking.
Get LIKED: Once you have connected with a potential customer, focus on strengthening the relationship. Commit to reaching out and sharing helpful resources on a regular basis. Follow up and deliver on your promises. Building a reputation as someone who always does their best can help ensure that prospects come to like you.
Get TRUSTED: Trust is earned by consistently providing value and being responsive to your customers’ needs. Put yourself in their shoes and treat them like you want to be treated. And don’t forget to ask for referrals and testimonials. Social proof –evidence that others have purchased and found value in your product or service – goes a long way towards building trust.
At the end of the day, TRUST is the single most powerful tool for recruiting and retaining customers. No matter what products or services you offer, people have plenty of options to choose from. Gaining their trust is the key to winning their business today – and their loyalty over time.
