Why your clients aren't calling back
5 min read
It’s tough enough to bring in new clients, so it can feel almost devastating when someone you thought would call back or buy again, doesn’t.
If this sounds achingly familiar, then it’s likely that:
A. You haven’t been working with your ideal client or
B. You have, but you haven’t been able to form an authentic connection with them.
Let’s address both.
YOU HAVEN’T BEEN WORKING WITH YOUR IDEAL CLIENT
When you started your business, whether you knew it or not, you had your ideal client in mind. When you envisioned what it would be like, they were the ones happily raving about your product or services.
But then, let’s be honest, you started out and you settled. You said yes to every client that walked through the door because you were desperate to get up and running. Your ideal client was left in the dust and you were left burned out and discouraged.
I know because I’ve been there. Serving your non-ideal client inevitably bites you in the ass.
You won’t share similar values and they won’t connect to your larger message or vision. It won’t match your initial vision or satisfy your WHY – the reason you started the business in the first place. You won’t be building the business you thought you were.
Even worse, they’ll end up being the one that wastes your time, leaves bad reviews and never recommends your product/services. Eventually, the relationship will fizzle out and die.
What to do?
1. Identify your ideal client
Know exactly who he/she is. Answer as many questions about them as you can. Where does this person shop? How much do they spend on products and services? Where do they live? Age? Do they have a family? Where do they work? Do they drive? How often are they online? What’s their education level?
Go so far as giving your ideal client a name. They’re the person you’ll be targeting in your marketing, so get specific.
If you’re having trouble, remember that you are not your ideal client, but your values are your common denominator, so answer these questions with your own values in mind.
2. Align your branding
Done well, your branding will help you filter out the non-ideal. When you tap into your ideal client’s values, certain people will resonate with that and others won’t.
By speaking your ideal customer’s language, you create a visceral reaction to your branding and your story. For more on this, see Jeffrey Shaw the Lingo Guy. Here’s an interesting podcast where he talks about this in more detail: (https://www.jamestaylor.me/jeffrey-shaw-lingo/). He also has a book on the topic.
If you've been working with your ideal client, but they're still not calling back, it's possible that
YOU HAVEN’T BEEN ABLE TO FORM AN AUTHENTIC CONNECTION WITH YOUR IDEAL CLIENT.
There’s a level of transparency with brands that we didn’t have before. Social media gives us a glimpse behind the scenes and we can interact with brands instantaneously. Now more than ever, people expect authentic connection. That’s what breeds trust and brand loyalty.
Here are a few ways to form that bond:
1. Create a consistent experience
When communicating directly with your clients, are you speaking to the same underlying values that came through in your branding? When they experience your products/services, do they get what they expected and feel what they thought they would feel?
The message behind your marketing and your product/service experience should be congruent. Stay consistent with your branding and follow through on what you promised.
2. Be attentive
Listen to your ideal client’s needs. Not only the ones they tell you about, but also the unspoken ones. For example, if they say something is important to them, try to understand why. Read between the lines. Probe for detail. Seemingly insignificant details will help you fully understand who they are.
Give your client your full presence. The best way to form an authentic connection is to listen attentively without running a script in your head about what you’re going to say next.
“The biggest communication problem is we do not listen to understand. We listen to reply.” - Stephen Covey
3. Connect to your WHY
The sales process shouldn’t feel icky. If it does, then perhaps you’ve disconnected from the WHY behind what you’re doing. If you’re doing it for money alone, then that will be your focus and it will come across to your clients.
When you show up to authentically serve without attachment to the sale, they’ll feel it and they’ll come back for that feeling. The bonus is you’ll likely get the sale anyway, because you’ve taken the time to truly understand their wants and needs.