Attract More Customers to Your Business… with Some Help from Miracle on 34th Street
Hello! I’m Sarah Patton, a Strategist for Ellevated Outcomes and a small business owner myself. I occasionally contribute to the blog, when we want to cover the popular topic of business development… which just so happens to be my strategy superpower. So today, I’d like to share a counterintuitive piece of advice, inspired by Miracle on 34th Street, that will attract more customers to your business.
In a perfect world, I’m imagining you’ve all been following our Ellevated Outcomes Business Development Playbook 😉 Your efforts are paying off, and there are a plethora of upcoming prospect meetings.
You’re patting yourself on the back, until…
You review your prospect’s completed questionnaire, or you’re in the prospect meeting and hear a phrase that reveals this person isn’t your ideal client.
Uh, oh. Now what?
At Ellevated Outcomes, we’ve deemed the solution to this “The Miracle on 34th Street.” Does anyone remember that movie? If not, let me give you the synopsis. It’s (pre-Amazon) holiday season, and parents are frantically shopping for last minute gifts. When Macy’s is out of the must-have toy for the season, Kris Kringle refers parents to other department stores where it’s in stock. :: gasp ::
It may sound counterintuitive (and initially, it certainly is to Macy’s executives); but it’s rooted in an abundant mindset that says: there’s more than enough to go around. Amazed by Santa’s candid response, this practice helps Macy’s develop a loyal clientele who now trusts the brand more than any other.
After all, people work with brands they like, know, and trust — and that includes having uncomfortable conversations. If you want people to rave about your company, even if you don’t get a chance to work together, here are 3 steps to help you elegantly decline a non-ideal client and still be a hero (and wonderful human).
1. Be Honest
Brene Brown says, “Clear is kind,” and we’re big proponents of this work. Do not, and I repeat: do not, cancel a pre-set meeting if you learn from a questionnaire that your prospect isn’t a good fit.
Instead, send an e-mail addressing expectations.
Hi there! While reviewing your questionnaire I noticed _____ (be specific about why they aren’t an ideal client). While this isn’t a great fit for our business, I would still love to have a meeting to learn more about you and your work.
This allows the prospect to make the final decision; and in my experience, the majority say, “Yes, let’s meet.”
Also, I’m always a fan of connecting with new faces. You never know who that person may know or what services or product they may need in a year or two.
2. Be Prepared to Offer Another Solution
This is the Kris Kringle game changer. While it may require an extra few minutes flipping through the rolodex, the reward is worth it. Come to the meeting ready to share one or two referrals for a solution who is the right fit for your prospect’s needs. For your reputation, always be clear if this is someone you personally know and can vouch for, or if this is a contact you simply know of.
If you’re in a meeting and unable to think of someone on the spot, make sure to follow up in a timely manner with the contacts.
Also, take notice of the questions prospects are asking. Over time, you will be able to develop a shortlist for those FAQs. For example, if we’re in a prospect meeting and start to realize that someone needs a coach (not an advisor), we have suggested life coach Andrea Owen, executive coach Reboot, and mindset coach Lauren Weibert. For people who need business 101 nuts & bolts we often share resources like Pathway. It depends on that person’s root cause needs and personality, for us to offer a suitable suggestion.
3. Don’t be Afraid to Give First
By generously sharing a contact or making an introduction, you’re not only racking up good Karma, but you’re also doing what is best for the prospect and your business. News flash: if they’re not an ideal client, you’re actually doing them (and yourself) a disservice. The client will not get the best version of your business, and you’re not providing a top-notch experience, which will lead to a rift in trust.
By openly communicating with your prospects and being above-and-beyond helpful, you leave them better than you found them. And if referring business was good enough for Jolly Ole St. Nick, it’s good enough for me too.
