What You Need to Know About Client Acquisition in 2022
Client acquisition is likely the single-handed most asked about topic we get from our audience and members of our various communities. Lately, we’ve been hearing a common complaint from business owners that they need more leads. While there have been some market shifts recently, they’re not necessarily impacting the way we acquire clients. It may feel like it’s changing when actually, everything with clients is exactly the same.
Here’s the thing; marketing is cyclical. There are things that work now that aren’t going to work in 6 months, then in 2 years, those things could come right back around again. There will always be hotspots, but you shouldn’t rely on them if you want consistency. We have lots to talk about on this topic, so let’s dive in!
The Key to Client Acquisition
Although marketing is ever-changing, there is one thing that will always remain true: The key to building a strong foundation for client acquisition is to build a relationship of trust (emphasis on “relationship”). People buy from other people that they know, like and trust, and services are purchased by people who are looking to build a relationship with YOU.
In the past, building a relationship with your client base on social media was enough to help you stand out in the crowded market. Now, it’s essential for service providers to also build relationships with connectors.
WHERE TO START LOOKING FOR CONNECTORS
The question on your mind is probably, “But where do I even find these connectors?” The answer is right within your inner circle! This can be your close friends/family and, especially, your current and past clients. Not only do the people you’ve already worked with have the firsthand experience of working with you, that experience will make it super easy for them to brag about you when reaching out to their connections. Plus, birds of a feather flock together, so they know plenty of dreamies just like them who will already classify as a warm lead.
Referrals are critical to growing your business. We have clients in the Incubator whose main source of leads are strictly referrals! Because of this, their conversion rates are exponentially higher. In fact, B2B companies with referrals experience a 70% higher conversion rate, especially since referral leads are 4 times more likely to buy (source).
Don’t be Afraid to be Loud
In order to stand out, you have to not be scared to shout about yourself from the rooftops. The business world is crowded and you have to make sure that people pick you out amongst the competition! Show your true personality and how much you care about others, while at the same time helping you get what you need. It’s easy to be forgotten if you don’t speak up. If clients don't respond to you, reach out to them in a different way and insert yourself into their lives in such a way that they can’t forget you.
Know What You’re Selling
Understand that you aren’t just selling deliverables, so that shouldn’t be the focus of the conversation when you talk about what you actually offer. One of the things that prevents people from buying from you is that you don’t really know what you’re selling, or you don’t express it clearly enough to your client base. If you get really clear on the results and the solution that you are providing to your end client, you’ll do wonders for your business.
When you’re also clear on who your service is best for, it makes it easily referrable. You’ll find yourself turning down clients instead of being in feast or famine mode. You’ll be presented with a potential client, hop on a call with them, and realize they’re not the best fit for how you show up, what you offer, and the results you want to provide, therefore they aren’t an ideal fit.
Adjust How You Talk About Your Offer
As marketing shifts, the way that we talk about our services and our results shifts too. Online selling isn’t going away, but in-person selling is picking up a lot these days, and the way that you talk about what you provide to a client when you are with them face-to-face is different from the way you express your offering on a social media page or a website. Be willing to explore hundreds of different methods of brand storytelling!
BUT ALSO KNOW WHEN TO JUST LISTEN
One of the best things you can do for your business is to ask questions to your clients. While you may have a clear solution in your own mind, if you listen properly to the issues of each individual that you are serving, then you can tailor your solution to solve the exact issue that they are struggling with.
The Layers to Client Acquisition
In a way, you could say the prospect to client journey is like an onion, and to successfully acquire those clients in a streamlined, sustainable way, you have to peel back and work on each of the layers. As we mentioned, is it clear who your offer is for and the results you provide? Have you set up a referral system? What’s the format of your sales calls? How is your pitch deck set up? Are there automations in place to ensure the flow is smooth? How are you actively preventing decision fatigue when it comes time to sign?
These are all things to be considering, and they’re exactly things we teach inside the Incubator (along with building a team, creating a High-Touch Signature Service, setting up systems, and much more). We’d love to get the conversation started with you if you just take about 10 minutes to submit this application. Then, DM us on Instagram @bossproject letting us know you applied. Doing so will move you to the top of the list, and we can get to chatting sooner!
