As a business owner, it’s crucial to retain existing clients, but it’s also beneficial to look for ways to attract new customers. If you’re looking to secure new commercial contracts or reach out to new sectors, here are some effective strategies to try.
Conducting business with other companies is very different to offering products and services to consumers, and your marketing strategy should reflect this. Outline your key objectives and tailor your campaigns to reach the target market. Think about the kinds of clients you want to attract, the way you want to sell your brand and the types of products and services you’re offering. Conduct market research and utilise feedback. Up-sell your USP and highlight the value your business offers to others. Use examples and case studies to support claims about specific products and make your marketing more impactful. For ponds and water features, for example, don’t just speak about the benefits of butyl tape. Provide prospective clients with images of finished articles, testimonials from previous clients and facts and figures that back up quality, durability and performance-related claims. For technological gadgets, send out prototypes and share video clips of the invention in action.
Creating the right first impression
First impressions count in business, and it’s estimated that you have around 7 seconds to set the right tone. When meeting clients or discussing potential deals, partnerships or orders, use your own experiences to ensure you get off on the right foot. Be punctual and professional, make the most of the time you have to sell your brand without being overly aggressive or persistent and encourage follow-up conversations.
Build on reviews and feedback
Reviews can be extremely valuable for businesses looking to improve customer service, attract new clients and build an excellent reputation. Use reviews you receive from commercial clients to make improvements and don’t be afraid to shout it from the rooftops if you have got brilliant feedback, which could help to persuade other businesses to choose you. Take both negative and positive feedback on board, address any concerns promptly and use reviews as a means of promoting the products and services you offer and separating your business from rivals that may be on the shortlist of clients you’re hoping to work with in the future.
Most of us feel more confident when buying from a company that has been recommended by others. This applies to customers visiting shops or using a website to buy products, as well as B2B clients. Referrals can be incredibly influential. If you have happy clients, encourage them to share their experiences and recommend you to other businesses they may already work with or contacts that might be interested in the products or services you offer.
Competition for new clients is fierce. As a business owner looking to secure new deals and impress new clients, it’s crucial to implement targeted ways to market and promote your brand, to utilise reviews and feedback to encourage referrals and to ensure you create the right first impression.
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