Today’s Biz Ladies post is from Elizabeth Archibong, the “Get More Clients” expert at Minted Creative. She teaches small business entrepreneurs who are struggling with marketing how to get more clients consistently without pushing too hard. Today she shares her in-depth knowledge on converting your site traffic into paying costumers. Thanks for this extremely helpful post, Elizabeth! — Stephanie
Read the full post after the jump . . .
I probably shouldn’t be saying this here, but traffic by itself is not what gets clients. It’s very possible to build a massive audience that does not convert to paying clients.
It doesn’t matter if you’re starting from scratch or you’ve been in the game a while; to consistently attract and convert ideal paying clients in your small business, and avoid the dreaded feast-or-famine game, there are 5 fundamental factors you need to have in place.
1. Get Clear on Your Results
Nobody cares about the processes you use in your business, but we all care about what exactly it is we’re going to get when we hand over our hard-earned cash to your small biz.
I don’t care that my face cream has got patented xyz technology, but I do care that it makes my skin look smoother, hydrated and radiant. (Ooh yes, please . . . where can I pay for that?)
The point here is that it’s your job to be SPECIFIC about the solution that you provide for your clients. Do they lose weight faster, have clearer skin, sleep better at night, have less pain or discomfort, etc.?
The more specific you are about the results you’re creating for your clients, the easier it is to discuss what you do and the more likely you are to attract an audience through your traffic-building activities that converts to ideal clients.
2. Get Clear on Whom You Want to Serve
You can’t be all things to all people, so be a specialist at what you do. That’s the only way you’ll consistently attract clients to your small business. If I wanted to lose weight fast, I’d go to the person I think is an expert at getting me there — and I’m prepared to pay more money for the results that I want FAST.
I’m not going to waste my time with the regular gym instructor who, in my mind, is probably going to show me the basics, just as he’s going to show my friend John the basics of bodybuilding.
It’s probably unfair to assume that the gym instructor can’t do the job, but as human beings, we make incorrect assumptions based on what we see. As far as I’m concerned, the trainer with tons of weight-loss clients raving about him is the one I’ll be investing my moo-lah in.
The point here is that, right or wrong, as buyers we always gravitate to the expert first. Being a generalist is not going to help your business. Being a specialist makes you stand out from the crowd. This could easily be your unique selling point in your business.
You may think that specializing means you’ll lose clients; on the contrary, you’ll get a highly targeted client base that wants the one specific result you can create for them, and best of all, they’ll be willing to pay your full fee for the privilege of working with you.
3. Create Prices and Packages That Make Sense
If you’re still charging by the hour, you’re cheating yourself and your potential clients out of the value you create for them.
Charging per hour means you’re putting more focus on the money that clients are investing in themselves through you rather than the value they are getting by using your service.
Create options and packages that demonstrate the value you offer to your clients. Let’s consider pricing scenarios for the weight-loss expert we talked about above:
A weight-loss client comes in to see Pete (our weight-loss expert) and says, “Emergency! I’m getting married in 9 months, and I need to shed 30 to 40 pounds by, like, yesterday. You’re the expert — what can you do for me?”
Pete can either say, “I charge $70 per hour,” and we’ll keep going into the future until you burn off all the ice cream, OR he could say, “Sure, I’d be happy to help you. Lets have a look at the options you may find appealing.
To start, all my packages are for a three- to six-month period because that’s the minimum time I know clients can see significant results from their efforts (this is non-negotiable).
You can select from the
Basic Package: No frills, 1 session a week, which is $X for 6 months
Average package: 2 sessions a week with an eating plan, which is $Y for 6 months
Full-on, fast-track package: 4 sessions a week, eating plan, and accountability phone session bi-weekly (to make sure you stick to it), which is $Z for 6 months.”
Which pricing option do you think will make sense to the client? The $70 per hour gig (with no clear end in sight) or a fixed-option package?
The point here is to create options and packages that show clients EXACTLY what it is they’re getting for the investment. Make it easy for people to pay you.
4. Play Your Own Game
I don’t think I need to say much about this, do I?
If Pete, our weight-loss expert, is 50 pounds overweight, I don’t see how he can be an expert at helping others lose weight fast (I’m just sayin’).
You’ve got to play your own game. If you ask your clients to do something, make sure you’re doing it, as well. If you’re not, your clients will sense the disconnect.
It may not necessarily be something clients can see (as with our friend Pete), but it could be a feeling that all is not quite right, a feeling that the client can’t put his or her finger on or shake. Once a client has this feeling, it’s difficult to cultivate the trust that is needed for him or her to hand over money to you (at least without haggling or looking for a discount, anyway).
5. Have Conversations That Matter
Every conversation you have in your business should add value in some way to your clients’ lives. Before clients invest in themselves through you, they have to know you, like you and then trust you enough to help them solve their problem.
The conversations you have via your websites, social media, networking, etc. are what help you start building trust with your audience. Spend time getting to know the people you want to serve, and they will reward you with their trust.
Obviously, there are many other factors that go into attracting clients consistently, and I would love to hear from you in the comments. What other strategies do you use to consistently attract and convert ideal clients in your small business?