With two decades as a successful business owner under his belt, Simon Fox shares his tips on how to use the 4Cs to attract clients and grow a successful business.
The key to a successful business is building, retaining and growing your client base. Whether your business is small or large, new or a globally recognised brand, the need to create clients never wanes. Unlike in times past, clients do not need to walk into your shop to enquire or discover your business, this means it is essential as a business owner that you are attractive to clients and have your “open for business” sign on display in all mediums.
Generating clients is accomplished by understanding and utilising the four Cs of business – clarity, communication, connection and community. Once you get these right, you will become a client magnet!
In order to gain clarity, you need to begin by defining who you are as a business, what you do and who your target market is. Knowing and articulating these three simple aspects of your business will allow you to better direct your marketing dollar. Understanding each of these allows you to target your marketing so you are not wasting time and money in your advertising. Does your website give clarity to who you are, what you offer and who your ideal client is? If not, chances are your potential client is confused and will spend their money elsewhere and likely with your competitor.
Communication is one of the most important aspects of any business, it helps you build rapport, offer exceptional customer service and most importantly, understand what it is your potential client is looking for. We communicate with our target market in a number of ways, face to face, web pages, social media, and through other people’s perception of us. Your communication needs to be consistent across all mediums in conveying what you offer and be a positive experience.
Converting an enquiry or lead to a new client is accomplished through the connection. Build a relationship with your clients, connect their emotional needs and positive feelings to the product or service you offer. Engage your customers, ensure your interactions make them feel valued and you will foster the feeling of connection between your brand and their needs.
Creating a community around your brand can be hard work but the results are worth it. A good community should be voluntary, easy to participate in and active. You need to create a level of value for people to want to be part of your community. Offer member benefits like VIP nights and discounts, be active on your social media and interact when your brand is mentioned online. By building a community people value, you will create a sense of belonging and encourage clients to identify with your business.
Following the Four Cs will enable your business to thrive. Your clients will have a clearer understanding of who you are, what your business has to offer and how they are an integral and valued part of your community. Members of your community will be repeat customers and volunteers on your marketing team spreading brand awareness and driving sales.