I hear over and over again from new clients how frustrated they are not getting more clients. They complain, are disappointed, upset, angry, and often lack confidence.
This is one of the BIG marketing reasons why they don’t get more customers.
Does this sound familiar to you?
Think of your customer list as a “bell curve.” Only about 10% of your list is actively looking for someone to help them with the problem they solve. About 10% don’t plan to spend money to solve their problem (often they don’t even realize the magnitude of the problem they have). That leaves 80% of your list. These are the people who know it’s a problem, would like a solution but aren’t taking any real action to solve it.
The top 10% move quickly to make a decision. They know what they want and they know the changes they want to make. Entrepreneurs often focus all their marketing efforts on these people (since they are the ones who are ready to invest), but the problem is that everyone else is focused on them too. The other problem is that this is a very small segment of your list.
Perhaps, you are spending too much time and energy on “tire kickers”. These are the people who like “gifts” but really have no intention of investing in themselves. This bottom 10% will often sign up for your free calls and accept your free offers. They are kind and friendly, but they have no intention of spending money. Sometimes it’s because they don’t have the money to invest and other times because they don’t believe that what you offer has value.
Many entrepreneurs get stuck focused on marketing to this group because they are so friendly and happy to accept their “free stuff.” There are many mindset reasons why entrepreneurs get stuck in this area, but that’s a topic for another article.
The middle 80% are in indecisive mode. They have a lot to do in their lives. They really need your help, but they don’t know it yet. This is where the gold is. This is where you spend your marketing time. Cultivate them. Let them come to “know, live and trust you.”
Let them know that you understand their pain and the result they will achieve ONLY by working with you. Not only will you get more customers, but you’ll also get a lot of raving fans!
