“I need more clients.” “I’ve got to get more sales.” This is the never-ending mantra of a business owner. Always wanting to get sales, always wanting to level up in their business. What good business owner doesn’t want to do that?
We might try more marketing at first, say, Facebook or Google ads, or do more to make your storefront or website look prettier. But the gap in your sales is there for a reason.
It’s because there’s a failure to connect with your clients. This is a skill that you may not have thought about before, but it’s crucial to being successful in business.
Let’s explore why that happens and what to do about it.
How You Connect Matters
Connecting with your customers is a must, but it starts at connecting with your team. Take a look at your team. Are they in line with:
- Your company values
- Your “why”
- How to approach customers
- How their actions look to others
I have a great example of what NOT to do when it comes to customer service. When I was younger, a friend and I went to a Nissan dealership – I was set on buying a Nissan Pathfinder, had the money, and was ready to purchase right then and there. As soon as we got there… crickets. Three salespeople standing around, smoking cigarettes. Chatting amongst themselves. No “Hi there” or a greeting of any kind for my friend and me. We were there for over 20 minutes with no interaction from anyone.
Once we got fed up, we left the dealership, and the manager ran out after us saying how much they wanted our business. We made it clear that 1) we were willing to buy today, and 2) clearly, by their actions at the dealership, they did not want our business (you can also listen to Episode 62 of The Stern Truth: Business Unfiltered after this blog for more).
Connection Starts at the Top
It was obvious that the leadership at the dealership wasn’t there. The manager wanted our business, yes, but, as a customer, I felt invisible. I ended up purchasing from a different dealership that gave better customer service.
Something I’m reminded of is the book “Everyone Communicates Few Connect” by my mentor, John Maxwell. Plain and simple, it encourages learning the crucial skill that is connection and highlights how in contributes to success.
Price is Not the Be-All End-All
It’s not always about the price of your product or service. No matter what you’re selling, the connections and the value that you bring to your relationships will always tip the scale from prospect to customer.
I have come back to this story before, but I love sharing it again. I call it “The José Effect” when service goes beyond the job description. Now, that’s the dream, to always have a José represent your business, but if you don’t, start with being interested.
Be Interested, Not Interesting
Part of connecting is listening. It’s being interested in what someone has to say and not always being interesting. Be authentically curious about people – ask about their stories, how they got started in their line of expertise, where they want to go.
The bigger the business gets, the bigger the failure to land customers can be. So this is your ever-present reminder to:
Create those connections with your team and your clients
Nurture those connections you’ve created
Curious about how other business owners do it? Want to connect with purpose-driven CEOs, founders, and business owners to level up? Join my ONtrepreneur Inner Circle to move forward with an elevated perspective.
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