Leaving a lasting impression on someone is a great gift to give and to be on the receiving end of. So, what makes one person more attracted to another or one vendor more appealing than the next? Chemistry, or a gut feeling can perhaps lead to a serious business relationship, but there are other key factors that help build the know, like, trust factor necessary for you to stand out and be remembered by prospects and clients.
1. First impressions matter in love - and in business. Take the time to "dress" the part for your prospects on- and off-line with your marketing materials including a web site that speaks well of you, is professionally done, has the appropriate colors, and format that makes it easy and appealing for your clients to navigate are key. Be sure there are no typos in your correspondence written or on-line via e-zines (electronic newsletters), direct mail pieces, etc. Remember, "You never have a second chance to make a first impression."
2. Put yourself in your prospect's shoes. Don't inundate your ideal target market with irrelevant information or hard sell product and service pitches. They're a sophisticated group of consumers and we all want to be treated that way. Inform them of specials that they would be interested in - a customer relationship management program can do wonders for you in terms of managing the specific needs of your customers. Look what it's done for Amazon.com and Wal-Mart. Appealing to their unique needs with solutions to their problems is the winning combination needed to win prospects into paying clients.
3. Offer more value than what you're charging. I spoke last week at Boston's Business Expo and had the pleasure of hearing Suze and Jack Welch speak at a private luncheon. Jack Welch, former CEO of General Electric suggested that there was no better time to start or grow a small business than now, if you had two things going for you - an undying passion for what you do, and the ability to offer exceedingly more perceived value than what you are charging. It got me and my team thinking and during a luncheon the next day when I had us all gathered, we came up with three new offerings to better serve you, our readers, and our small business owners who look to me for business development, marketing and sales guidance. Stay tuned for upcoming mentions in our e-zines for these programs launching this summer. Or for more information contact leeann@growyourbusinessnetwork.com
4. Become an industry expert. Marcus Buckingham, author of Focus on Your Strengths suggests that experts are more sought after and make more money than generalists. Focus on your strengths and outsource weak links in your business and you'll be well on your way to leveraging yourself as the expert for which you are and that people want to pay you handsomely. Write articles in your industry trade journals, speak at conferences and trade shows, or host your own tele-seminar or web series. Your prospects and clients want to work with experts who can deliver sound, intelligent advice to help them move to the next level in their businesses. Start promoting yourself as an expert.
5. Hang with a High-Level Crowd. I've heard it said you are the culmination of the five closest people you associate with, so choose them wisely. If you want to attract high-level decision makers to know more about your offerings and your business - go where they are. What are they reading, what events are they attending? Determine how you can form a stronger bond and relationship with key decision makers who can make or break your landing an ideal client. Join CEO clubs and organizations, become a board member of your client's industry association meeting, go to hear them speak at various events, interview them for stories you can write for trade publications or for subscribers to your e-zine list. Think about creative and practical ways to get in with the crowd who can sign the checks. Make them your friends and attract more business than you thought imaginable.
The list could go on I'm sure, however, making yourself attractive to another person or prospect takes some planning, relevance, pleasant persistence (but not obnoxiousness), and letting your talents and strengths be known in ways that are beneficial to the other party. Love takes time and so does developing your business with a funnel of ideal prospects and clients. Hope these tips will be helpful in making you - unforgettable!
© 2009 GrowYourBusinessNetwork.com
WHWM Faculty Member and Business Development entrepreneur Nancy Michaels publishes the 'GrowYourBusiness' weekly e-zine with 33,000+ subscribers. If you're ready to start working with Fortune 500 companies, beef up your marketing, make more money, and have more fun and free time in your small business, go towww.growyourbusinessnetwork.com.
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