Nurturing for Sustainable Business Success

By , Business Growth & Marketing Expert

Solo-E Certified Solo Entrepreneur Expert

Sandra P. Martini - Business Growth & Marketing Expert

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What’s your job as a business owner?

At its core, it’s to make money — regardless of anything else, the basic job of a business is to make a profit. Period. For those of us who really want to make a difference, this can be tough to remember/focus on.

It used to be that we put up a sales page, sent a few emails and POOF! paying clients.

Sort of like when we went to buy a car. The salesman was our primary source of information — he’d ask what we were interested in and then share the specifics of that particular vehicle. If we liked what we heard and saw, we bought.

Times have changed.

Most car buyers today know as much, if not more, about the vehicle they’re interested in as the salesman. The internet has made it possible for us to obtain information on almost any subject in a matter of minutes.

How does this affect you and your business?

If you’re still doing business like the salesman of old, waiting for prospects to show up, ask a few questions and buy, you’re in trouble.

Business, and each sale within, has become a marathon, not a sprint. It’s important to provide value, relevant value specific to the needs of your ideal clients on a consistent basis in order to become a trusted authority and someone they’ll invest with.

When was the last time you provided value? Value good enough that people would pay for it:

  • template
  • white paper
  • e-course or training
  • webcast/teleseminar

It goes far beyond simple articles and tips. You want to be known as the expert in your area — the business which provides its customers and clients with things others can’t or won’t.

Some examples from the non-coaching/consulting world to demonstrate how any business can incorporate a nurturing attitude and presence:

  • A local Hallmark store has gone well beyond cards to bring in unique gifts and offers to ship them for you — given its active presence on social media, she’s picked up customers from well outside our small town.
  • A local chiropractor uses his Facebook page to educate us on how to maintain a healthy back. Never promoting his service, yet we always know he’s there — and where else would I go when in need of a chiropractor?
  • A house painter who regularly sends postcards with tips on painting, cleaning different types of painted walls, etc. and offers a complimentary checklist on what to look for when hiring a painter for your home. Again, not asking for the sale, instead providing relevant and helpful info so when it comes time to paint your home, he’s the guy you’re going to contact.

If you want to be known as the *go to* person in your industry, you’re going to have to spend time nurturing your prospective clients with informative content. Show, don’t tell, them that you understand their needs and how to solve their problems.

My Request to You

Your prospective clients need help. You know it and they know it.

With technology, it’s so easy to nurture and follow-up with your prospective clients.

What information, advice, services have you provided lately to showcase that you’re the person to give them that assistance?

Practice Extreme Client Care™ before they become a paying client:

  • Forward magazine articles/blog posts to those you believe will benefit
  • Invest an hour or two a week creating videos, white papers, e-courses, checklists, templates — whatever your prospective clients (and clients) will benefit from
  • Pick one item each month to share with your ideal prospects — something you provide without cost or pitch

Do these things, do them consistently, do them well and watch as revenue takes care of itself.

Creator of Escalator Marketing, Sandra Martini specializes in showing small business owners how to create a business with multiple streams of revenue while living their lives.  Known for her "tell it like it is" yet nurturing approach, Sandy's clients benefit from her over 20 years in the start-up and marketing fields.

© Copyright 2013 Sandra P. Martini

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