It seems like a no-brainer, but it’s not exactly as simple as it sounds when someone tells you to “give your clients the possibility to find you.” What does that even mean? What ever happened to “if you build it, they will come?”
Today, there are droves upon droves of “me too” businesses, presenting the average prospect with a multitude of choices. It’s not a bad thing, but it dilutes things so much that you have to find a new way to navigate the river. Word of mouth is only going to get you so far. Because of this new “me too” climate, most prospects don’t even bother doing a very refined amount of research to find out who’s right for them. Instead, they behave just like an electrical current and find the path of least resistance. In this case, that path usually involves finding a business that’s going to give them what they want, period.
So, how do you become a part of that “path of least resistance?”
The Internet is a very handy tool for this kind of thing. Let’s say you’re a lawyer with a professional private practice. A lot of your local prospects will look up a personal practice on the web, like “family lawyers in Miami” or something like that. They’ll use places like Rocket Lawyer to get good prices and decent service. If you’re not there, you probably don’t exist to them.
The point is that you have to look at where your clients are searching for your services. If you don’t open yourself to your clients, they’ll never know you’re around. And if you don’t exist, you’re not selling anything. I’m a writer born in the US and based in Romania. I obviously can’t wait for a client to fall on my lap (although that has happened once or twice). I started with really low-balled offers until I built a portfolio, then marketed myself wherever my dream clients were hanging out. Now, I’m talking to at least 3 a month, and usually turn them down because I feel secure where I’m at. You can get to this point as long as you let your clients find you!
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