How to Get More Customers

The #1 questions all businesses have is this: How to get more customers? And my first response is this: approach your marketing the same way you approach your relationships.

My father is the #1 sales guy for his company in the southern region. He didn’t earn this title simply because he knows his product, he connects with people first. He doesn’t walk into his customers’ offices and say, “Hey Louie, what are you buying from me today?” Nope. He says, “Hey Louie, let’s go get a hamburger.” My dad takes his business relationships seriously. He connects on an emotional level, and in turn, his customers treat him like a friend. He knows their stories, and they know his.

Everybody has a story, right? Do you know that your story can be a determining factor in how your customers connect with you (or not)?

There’s a reason why.

It’s because your story makes you human and relatable. It tells people there is a pulse. It tells your customers that you are willing to share you. You’re not just here asking everyone to give you something. Your story is the first layer of creating trust.

If you’re wondering why your customers aren’t responding as much as you’d like, ask yourself where you can give value first.

The value you offer must match the request

If you are a new business, the first years of your business may mean you have to give more than you can take. No long-term business was ever built without first providing proof that the product was viable. Even Colonel Sanders had to give out a lot of samples (over a 100) before ONE store finally said ‘Yes.’

-Ava Carmichael

In other words, you’re saying, “I know you don’t know me, and you have never done business with me but trust me when I say my products/services are worth $2,000!”

The roofer that (is listed on Google Business with 10+ positive reviews) shows up on-time at your home to offer you a free estimate, and takes the time to answer all your questions is probably going to get your business. If he said ‘hello’ to your kids or dog, he just earned a lot more points.

The lady handing out the sausage samples at Costco makes you want to purchase, right? Same premise. It’s not just guilt marketing, we are wired to reciprocate. And we feel compelled to reciprocate even more if the exchange gave us value.

Giving builds relationships.

Without giving a sample of yourself, your product, service, or having any real social proof, the risk can feel too high for a newbie, right? You have to show people what you’re made of first, or offer a low-risk chance to try it.

How to Engage Your Customers Properly

Imagine you are meeting a new friend at a party. She’s fabulous. You tell her all about yourself and open up because you want to create trust and a relationship. But when it’s your turn to listen to her story and engagement, she’s just talking about ‘the new cookware she started selling, asks you to come to her next party, bring $10..and, Oh, bring a friend!’

How do you feel after that exchange? Turned off, used, offended?

Is your business guilty of this kind of exchange? Are you truly dedicated to helping your customers, or are you just in it for the money? If the latter is truer, it will show.

Money is an Energy Exchange

Money is just an energy exchange. It means nothing unless it is traded for something of value.

As a business, it is your duty to create a healthy, valuable exchange with your clients first. Don’t be afraid to offer details about who you are, why you started, what you know, what makes you passionate. Don’t be afraid to GIVE samples first (i.e. valuable information, convenience, a free class, a quote, tokens of appreciation, etc.). Give first before expecting in return. This is what all healthy relationships are made of. And our business relationships should be no different.

Say ‘No’ to smarmy marketing tactics.

No, I’m not saying you shouldn’t set healthy boundaries, offer so much that you lose money, give away the farm, offer ‘TMI’ or tell your whole life story. But transparency and a willingness to step out first are important. Giving VALUE is important. And a relatable, authentic story about your journey is always appreciated.

Back to that party story, only this time it’s different:

You are standing at that same party by yourself with a drink. The fabulous woman whom we just spoke about walks up to you and says, “What an incredible dress you’re wearing! Where did you get it? You know, I have a list of about 5 exclusive designer showroom sales that happen every year here in New York. I will text them to you right now if you want them?” 

OK! What normal woman will say ‘no’ to that, right? You see, the exchange was not only genuine, but it added value and a positive first impression. The fabulous woman now has your contact info and you have a super-secret list of designer sales to hit this year! The next time you think of valuable fashion information or designer duds, who are you going to remember first? Stop seeing your customers as dollars, and start seeing them as your peeps.

Look, I get it. We all know businesses are here to make money. We aren’t delusional and looking for friends when we shop for info or products. But as humans (and customers), what we want to feel most is heard, respected and important.

And it’s not always enough for customers to come to you. Sometimes, you have to reach out to them. That’s a subject for a future post. Thank you for hanging in till the end.

In my newly launched course on Branding (you can find it on Skillshare or here on my website), I explain why your story is so important to your brand success, how to craft your story and use your authentic voice to attract your ideal customers.

It’s 100% free to sign up. There are handy worksheets you can download and print, too. And when you’ve signed up for the course, you can also join me and others in the Branding 101 Workshop Group on Facebook. Look at it as your own support group as you build your business.