1. Define them from their shoes to their underwear.
Knowing who you can serve best saves you time and money. When youve clearly defined the customer who is going to be the perfect fit for you and your service, youll stop marketing to everyone, wearing down your shoes and your smiles by going everywhere, talking to anyone and advertising everyplace. Youll be able to focus on a specific brand of client and build your brand and reputation as you go. 2. Go where they go.
Because you know the inner workings of your perfect clients (hint: they are going to be a LOT like you) youll be able to take yourself to the places they congregate. Im not saying you should be a predator (or a stalker) but Im saying, youre naturally going to find the clients you want to work with if you go where they go (whether its the Whole Foods down the street or the doggy gymnastic center that opened up down the block. 3. Find others like them and ask for referrals.
Okay, youre clear on who your perfect client is. You head to places they would go and youre meeting folks like them. While youre busy making friends be sure to ask if they know anyone who could benefit from your service. This is a great opportunity to use your benefit statement and not a sales pitch. 4. Use your email signature line to do the work for you.
NEVER send an email that doesnt give a great commercial for you and your business. It should be professional, have all the contact information anyone would need to find you again, and an enticing offer that encourages the recipient to take action. Ive got ideas and samples about what kind of enticements you can add to your emails signatures in my Home Study System available in the fall of 2006. 5. Give more than is expected (contracted/promised).
No matter what you say youll do, people remember what you REALLY did. So, if you tell someone youll follow up by next Monday, you darn well better follow up by then. Better yet, why not shoot an email this afternoon and send them some information that is useful while not at all related to what you do. Maybe youve met a great prospect and you had a discussion about his daughters little league team needing new uniforms. When you get back to your office you remember that youve got a contact that sponsors local teams and they own an embroidery company. Call your potential sponsor, tell him about the team and then send an email to the prospect with the contact info for the potential sponsor. Oh, and be sure your email signature line has all your company contact information! 6. Say no to anyone that you cant serve best.
Yep, Im a rebel. Ive learned that Im just not everyones cup of tea. That means that its okay to realize that not everyone is my cup of tea either. Ive got a specific style of working and systems and rules that just dont please everyone. The ways that I work with people and pets are highly evolved and specific to my strengths. So when I find that Im not able to make some folks happy, I take it as a sign that Im not their best fit and I make a referral to a company that is likely to be a better service provider for them. Ultimately I work for raving fans only if I dont think Im going to be able to make them rave, I say no. 7. Ask great questions.
This one is so basic that its easy to see why its overlooked. No one I know really wants to feel sales-y so they miss the big openings to ask good questions that can often times lead to a sale. Questions get folks talking about themselves and educating you about their specific experiences with pets, pet-care providers and other related topics. You should never leave the house without some good open-ended questions. Want to see some good ones? Theres a list of great ones in the Home Study Systemset to be released in fall 2006. 8. Educate them.
Since youve been asking questions and getting honest answers, you can use that data to provide great information to your target audience. Be their human search engine for all things related to your area of expertise. Be the resource that they go to first for information, whether its how to introduce a new kitty to the household or what to do to be prepared for an emergency. You can educate them one-on-one, in group settings like seminars or networking groups, or by writing articles and providing email assistance. 9. Write articles theyll read.
This is a top-notch way to become the expert. Stick to your niche and start writing. You can write a tip sheet like the one youre reading now in less than a couple of hours time. You can write articles for your local paper, for the publications your target audience is most likely to read and for the web. The bottom line is start writing. If youre worried about your grammar and syntax, why not hire a college student whos majoring in English or Journalism to edit your final product? 10. Speak to their groups.
This is just another way of educating your target clients. Whenever you meet new people who would be great clients find out what groups they belong to. Then find out if they have outside speakers come in (most have a programming committee that is DYING to find someone to come in to their meetings) and provide an entertaining presentation. Contact the programming chair and offer to speak to their group about your specialty. Make sure youve got a way to collect contact information and plenty of business cards. Want more info in using public speaking to get more great clients? Make sure you check out the speaking section of the new Home Study System. 11. Solve their problems.
Because youve been listening when you were asking questions, youre now really aware of the specific concerns and problems your potential clients have when it comes to their pet care. Set yourself up to be their problem solver. More than providing dog-walking, you provide midday relief for aging dogs who dont have as much control of their bladder, and you provide guilt-free work days for the owners. See what I mean? 12. Get out of the house.
Hey, weve all done itconvinced ourselves that we can get new business strictly by tweaking our website, or submitting articles on line. Or doing anything but getting out there in the public eye and I dare say theres a hundred and one hucksters who will try to convince you of just that. But aside from needing to go out to conduct your pet-care visits, you need to get out of your chair and about your town to meet and greet potential clients and their friends. This means being presentable, having business cards and a smile. 13. Spend half your work hours marketing.
My coach and mentor Fabienne Fredrickson is the Client Attraction expert and she taught me that there are only two activities an entrepreneur should be doing every business day. The first is whatever it is you do to earn your money (in your case, pet-sitting) the other is marketing. And she goes so far as to mandate you spend 50% of your work hours on each of these tasks. Id have to agree. If you want a clear and concise way to make that happen, I recommend you get with Fabienne and work through her Client Attraction System. Its done wonders for me. 14. Create a system that works for you.
Systems make the life of an entrepreneur a happy one. Putting your marketing activities on auto-pilot set you on course to keep the clients coming. For instance plug all your networking events into your calendar for the year, same with your talks, your writing deadlines and your client interactions. Make it a habit to stick to the calendar and plan for those deadlines ahead of time. Youll be amazed at how much more you can accomplish each day. 15. Ask for (and use) testimonials.
Whats better me telling you how wonderful I am with your cat or your neighbor raving about the outstanding care and loving service I provided to her cat? I thought so. Your clients should all be raving fans you planned it that way, right? So anytime they send you a note or email or make a phone call singing your praises, ask them if you can use their testimonial in your marketing materials. Also make sure you can use their first and last name and some identifying material (like city, or company). If you havent gotten many unsolicited pieces of praise, dont worry, simply make a call or send an email requesting testimonials to a few of your favorite clients. 16. Always carry business cards.
And make sure your business card is a fabulous representation of you. Make sure the logo is clear and enticing, your name and contact information are easy to find and your website address is obvious. Dont overlook the valuable real estate on the back of the card either. Youll want to have a call to action there too. Now, whenever youre having a great conversation with someone whose pet-care problems you can solve, youll have a great little leave behind when they ask Hey, do you have a card? For more info on business card etiquette, check out my marketing section in the Home Study System... 17. Chat with the person next to you.
Have you ever had to stand in line? At the grocery store, the Social Security office or the post office? Me too. These are great opportunities to make a new friend. During your chat, why not ask some of those great questions youve thought up? At the very least youll pass time in a pleasant fashion, and at best youll meet a potential new client. Never miss the opportunity to find out how you can serve your neighbors better. 18. Gain experience.
Look at each marketing endeavor as an opportunity to learn what youre great at. When you feel awkward, or unsuccessful, use it as an opportunity to figure out what would make it work better. If you feel its completely a no-go, drop it and try something new. Each new bit of experience adds to your ability to market to your perfect customer as well as redefine who that customer is. 19. Create a list of folks you want to meet and go for it
This is your personal celebrity hit parade. Create a list of the movers and shakers in your community whom you would like to meet. These can include your mayor and other elected officials, the owner of the largest automobile franchise or the popular proprietor of the local eatery. Getting to know the movers and shakers in your realm adds to your level of recognition in your community. Youll be the go-to person for the local celebrities and all your other potential clients will take notice. Make sure you maintain your grounded personality and keep all confidences and privacy considerations in check. But do recognize that someones got to be their pets caregiver why not you? 20. Be prepared.
Obviously I was never a boy scout, but I always liked their motto. Being prepared means anticipating various scenarios from a flood in a clients basement to a dog slipping from his collar and knowing what youll do when it happens. Spend time thinking through all the best and worst scenarios that can happen in this industry and then create your plans. Some may even prompt you to create an extra page in your client welcome packet (weve got a form asking who will be the caregiver if the client is incapacitated). Knowing that youre prepared for most scenarios gives you an air of confidence and professionalism that you just cant fake. Trust me, the best clients know. 21. Give back to the community.
Were service oriented people; otherwise we would not be pet-care providers. Its important to find ways to invest in your community and ensure it stays a great place to live and work. This keeps great clients in your service area and attracts great workers. Find one or two causes that are near and dear to you (whether its the after-school program, the garden society or an animal rescue group is inconsequential) and set goals for your participation each year. Feel free to submit press releases and write articles about your and your companys support of these organizations. 22. Set business hours and stick to them.
Professionals respect professionals and setting business hours creates your legitimacy in the eyes of great clients. Obviously, youll have an emergency back up plan (see #20 be prepared), but you have every right to take days off and stick to them. Great clients keep to schedules and respect yours, as long as you do. 23. Stand out from the crowd.
Dont be afraid to do things your way. Doing everything exactly the way everyone else in your industry does isnt a step on the road to greatness. Simply asserting my goal is to have the best customer service in pet-sitting is NOT setting you apart. Find ways that you can be different. Sometimes its taking a stand thats contrary to your colleagues, sometimes its adding an extra bonus or specializing in a specific niche. The difference is up to you, but as they say, Vive la difference! |
