You need to know your ideal customer or you won’t make a sale! Simple as that. Selling can, however, feel a little ‘icky’ to some women just starting in business, but it is something you need to get over and quickly if you are wanting to make a success of your online business.
Yes, your product, sales page, advertising, marketing and support system all need to be right. But, if you’re pitching to the wrong person and not giving them what they need, you are completely wasting your time and theirs. To give your ideal customer value, you need to know their problem or dilemma, and provide a solution or product.
I was once the “I don’t like selling” person. The old models of sales just didn’t sit well with me. I felt uncomfortable, and that came across to customers too. I think it was a rejection thing with me. I’m a people-pleaser and just didn’t like it if customers didn’t like me or what I offered. So yes, I took it personally, started hiding and an avoidance cycle started, leaving me floundering.
Selling has a reputation for being aggressive, with masculine tendencies. But you know what? I don’t buy into that in an online business. It is neither masculine nor feminine – it should be straightforward personalised selling based on customer need and that need being met in a variety of ways.
You won’t have a business for long if you don’t sell any of your products or services. So here are some ‘Don’ts’ to help you:
- Don’t be afraid of selling and don’t let not knowing how to sell put you off (I can help you). Make sure that you are absolutely clear on what you are selling, and why. Always be clear about what you are offering.
- Don’t care about what others think of you. Why should you be fearful of their judgements? Criticisms are probably down to jealousy anyway.
- Don’t worry about sounding too cheesy in your sales patter online. If it is heartfelt, planned, relevant and meaningful to your ideal customer then they will click on the Buy Now button or contact you to sign up for your services. That’s a win-win for both of you.
You should never be in the position of bullying someone into buying, by spamming or harassing them. I’ve seen so many bad Sales Letters, Pages and emails – don’t even go down that route. You’ll lose trust and respect and even if they do buy one thing from you, they will be unlikely to come back for more.
Don’t self-sabotage by putting yourself in the position of offering all freebies either. You will do yourself a disservice and your finances won’t thank you. Value yourself enough to put a true value on your offers.
Finding Your Ideal Customer
The first step you’ll need to take is a little brain-storming exercise. It’s a WHY exercise to help you dig deep and get down to some real nitty-gritty (you might also find some inspirations for future blogs or even products whilst doing this).
Start with WHY you are doing what you’re doing. Jot down everything you can think of. For everything you’ve written, ask a further WHY and keep going until you can ask WHY no more. You get down to the absolute core of what you’re doing (or wanting to do – be general if you haven’t found your niche yet). This also helps with motivation on days when you feel a little stuck, just refer back to this exercise.
By the way, doing this drilling down doesn’t mean you are narrowing your customer base or even your niche to impossible levels. You are finding out the real wants and needs of your ideal customer that will help them make the decision to buy from you rather than from someone who doesn’t understand them quite so well. And you will never mislead them.
Know the demographics and characteristics of the person you are aiming at. Jot down who she/he is, what age group are they in, what’s their problem, what are they stuck with or on, what’s their dream and goals likely to be? Paint the picture of them. I’ve named mine – she’s called Christine, she’s 49, she has an idea for a business online as she wants to leave her full-time job but she hasn’t got a clue where to start. (there’s a lot more to her than this in my scenario but you get the idea).
Be clear about your offer. Know exactly what you are offering and why. Be able to clearly articulate why you are offering it and keep to your message but don’t be so inflexible that your growth stutters or stumbles.
You are the expert that your targeted customer needs. Find where they hang out. Once people start to love what you offer and get benefits from it, then they start to organically find you out – but, this takes time.
Show up regularly and keep in contact with your new followers to build relationships and trust.
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