There are many clients I’ve met over the years who start by telling me how fantastic their business is and how great their clients are and I can’t fail but to agree as I hear the stories. Yet they called me in as they have a problem. The problem can be a range of things from difficult clients, not enough clients to the wrong kind of clients and so on.
Is This What’s Missing?
Usually what it boils down to is that they haven’t got a decent client generation system. In reality their constant focus has been on looking after the clients they’ve got. This normally stems from the business owner who has hired staff to look after the clients and then finds that time is required to look after those staff. Unfortunately this often creates more than a bad look!
While everyone is focused on looking after clients and clients are happy and satisfied there are no new clients coming along. The staff have no experience about how to get new clients. While the business owner has forgotten about or stopped doing what he or she did in order to get new clients in the first place or has outsourced it to someone who has failed.
Here’s How Disaster Strikes
So retrospectively it can become impossible to even describe the process! However, every day time passes, new clients do not come in and the problem becomes bigger and bigger. The new staff who have done so well may have to leave disillusioned because the companies income is now not matching its cost base.
I have witnessed this often and it’s a classic, well-known yo-yo effect that many businesses suffer from. It occurs regularly again and again as in the excitement of a business growing the focus shifts from getting clients to looking after new clients. This is great except afterwards we realise we have actually stopped or, often just as bad, slowed getting new clients.
This is not surprising because getting new clients is a mystery to most. It is one of the hardest and most concerning hit and miss activities that there is.
Often clients are surprised when I reveal that it does not need to be so hit and miss, that there is a process that can be followed and really it’s about thinking about it and planning it forward. This is not an insignificant area. It’s actually basic business money maths. Good or bad money maths can change the entire dynamics of a business, it can mean the difference between success and bankruptcy.
On Wednesday I will cover some of the core processes involved on a webinar called The 12 ‘A’ List Secrets To List Building. I can’t possibly hope to cover every angle as it’s too big a subject although I do hope to cover at least 12 and it’s an important area to think about. If I can help you in just one way, it will be worth it for you.
Secrets In Need Of Translation
To a certain extent because of the nature of the presentation you will have to interpret what I say. You will need to decode what I present to suit your business circumstance. Although I speak in English, most will find the subject a foreign language as much of it is counter intuitive. After the main presentation I will be there to answer any questions that you have in order to help you with any decoding as it may be necessary.
You see, I can’t possibly, conclusively, definitively give you an exact plan in an open webinar. What I can do is give you a flavour of what needs to be done and provide an idea of how you might set about doing it well, so your business does not yoyo!
I hope ultimately you get the idea that you must systemise the process of attracting new clients early on in your business life to make sure you get the right kind of clients. It’s a skill that once acquired you can use it again and again to create multiple income streams. Yet I keep seeing clients trip over this again and again. People think they have this down and then they wonder where is the next client going to come from? That’s when they realise and often, for many, that’s too late.
It’s Not Your Fault
The problem that most business owners face is because they love what they do as they simply don’t have a system for attracting new clients. Thinking that clients will be so happy they will flock towards them. Sadly, although making sure your clients are happy with the service provided is essential, clients do not flock back. Unfortunately this often means that the customer acquisition process is missed and a business never starts, is lost or destroyed.
Loving what we do best is great, it’s very understandable and that’s why I hope to share how to cope with the issue of client acquisition on tomorrows webinar: The 12 ‘A’ List Secrets To List Building. I hope to help make life easier for you and show you that you can grow your business despite this obvious and natural limitation that most of us suffer from. I plan to share ways you can fix it for you. There’s a lot more to this than meets the eye.