Things are not the same as they were 5, 10, or 15 years ago. Creating something unique and viral, or having the next golden unicorn of a product or service is next to impossible. It is quite possible that your business may not be unique and that you are facing a market where there is a lot of competition, people offering virtually the same thing you are… But what does that mean? Are you doomed to fail?
Au contraire, there is room for everyone and there is room for your business to be successful. The only thing you need to do is figure out how to interest the audience and convert them into clients, even though you may not be offering something unique. Or are you…
Make your business UNIQUE as you are
First things first, you may be offering the same or similar service as many out there, but no one can be YOU. You are unique, and you are what differentiates your business. There is no replacing you, or the personality you are bringing along with the service you are offering.
Others may do the same thing, but today’s clients want to feel good about their purchase – so they need to trust you, to feel good when working with you.
How exactly do you do that?
Be honest and true to yourself
One of the most important things is to be honest with your clients. Do not tell them you can do something if you cannot. Do not tell them things will be done faster if you know they cannot be. And for the sake of all that is good in the world, do not try to sell at any cost.
Tell them what you can do, what you will need to achieve that and what is expected of them. Tell them if something is not right for them – even you are throwing your entire offer out the window! It is an incredible feeling to see them surprised when you recommend something that will solve their problem and it is not you. That trust you just built will make them go out of their way to find a reason to use your service in some way or at the very least recommend you to someone else.
Listen to your client’s needs
This goes hand in hand with the previous piece of advice. People buy on emotion and then justify it by logic. No one is interested in hearing your standard and universal sales pitch. They are interested in how you can solve THEIR problem.
In order to do that, you have to listen to them and find out exactly what that problem is. You have to understand it and see how you can address it. Become invested in your clients, know them, know their business, their names, desires and wants. Flattery will get you in the door, but your professional solutions, know-how and openness will get you the client.
Build relationships with your clients
Once you sell, you are not done. Far from it, you are yet to prove yourself and now is the time to shine. I’ve seen many businesses focus on sales and then push the client into a robotic process of creating their project, which only leads to one thing – a one-time client.
Having a one-time client is a disaster. If you are in the service business, you can hope for 2-3 years of doing business like that and then you can close the shop. The key to success is forming long term relationships with you clients, having them satisfied with your process or service which makes them come back for more. If not them, then someone they brought to you.
Nurture your clients and make them feel special
Over time, it is not enough to just sit and wait for your clients to call you. You need to be proactive – you need to reach out to them. Create content that would be valuable to them, and give it for free. It does not matter if it’s an ebook, video advice, infographic or just an article that you feel might interest them. You should do this for your marketing anyway – so why not tailor it to something that might interest the clients you already have?
To sum up… it’s OK to resist offering a service that does not exist. I mean, if it doesn’t exist, why would people even know they need it? But don’t underestimate yourself and think that your service is not unique – you are the one making the way it is and if you do it right, you will have no problems in getting and keeping clients.