Everyone is a potential customer right? NO! When we try to sell to everyone, we end up selling to no one. This becomes an issue when more potential streams are needed. There’s a problem, however, when we try to be everyone’s cup of tea. Desperation is pretty easy to sniff out for most people, and is unattractive as a consistent sales model. You might get a surge for asking people to support you during a certain time, but it’ll likely not last, as people depend on the quality of a product or service to sustain their buying over the long term.
Remember, the old adage, “The customer is always right?” If you are counting everyone as a potential customer, this could not be farther from the truth. So many businesses try to morph into whatever feedback they are receiving. The problem is that feedback normally comes in the form of a need, request, or complaint. Our best and most consistent customers will not give regular feedback, as they are happy to buy, which is the BEST and MOST important feedback for your next direction. Those who complain, disagree etc. have RARELY purchased from your business, right? Reaching out to your PAYING customers is your best bet. Ask them why they love the product/service they’ve purchased, AND what you could do to help even MORE.
When we narrow down our customer base to our “favorites,” we get a customer avatar we can relate to like a friend. Then it becomes a one-on-one relationship we can get behind. It gets you out of “selling” and into strong recommendations you’d make to those you love and care about ANYWAY. The interesting thing about getting SUPER specific with your preferred customer is that YOU become more authentic when you talk about your business. The reality of your passion seeps through, and people who are not even close to that niche will perk up their ears just to listen to your enthusiasm.
If you’re trying to reach an audience of people you don’t know, it loses its stickiness, as you have no idea what they want or even what they’re like. It’s akin to a lighthouse running down the beach trying to help all the boats, meanwhile, boats looking for this particular lighthouse are crashing into the shores. Stand tall for EVERYTHING that people can depend on, which is all that is truly YOU, and the right customers will come. Boats who need you and didn’t know they needed you will also come. Stand and shine your light that is your unique message, delivered in your unique voice, and you will never have to sell again!
All my best