How to attract potential clients. How to attract buyers? Marketing Strategies

Regardless of what product or service you are marketing, an important task for any business is to determine the most effective methods of attracting new customers and encouraging them to return to you again and again. In conditions of fierce competition, consumer demands on businesses have increased. Continued personal attention, care and reliability towards your future customers will increase loyalty and trust in your product or service.

You will learn:

• How to choose the appropriate way to attract clients.
• What are the most effective ways to attract clients?
• What methods of attracting customers are used on the Internet.
• What ways can you attract new clients in the b2b sphere?

Nowadays, a large number of channels and marketing activities are offered to attract customers. It is important to understand which methods will work optimally in your business area and with your target audience. To do this, we offer an overview of the most popular and effective ways to attract clients.

The most common and effective ways to attract clients

This communication channel attracts an audience of millions. The breadth of coverage is one of the clear advantages of television advertising and allows you to recoup the costs of perhaps the most expensive type of product promotion. In addition, television, due to our cultural characteristics, is extremely influential. After all, we receive most of the information - news, entertainment, educational - thanks to him. From here, consumers may have greater trust in the products or services that you promote through this channel.

In order to attract the attention of your client, you need to create an advertising video that will highlight the advantages of your product, attract the attention of your target audience, be memorable and unlike other advertising stories.

It is important that your advertising truthfully reflects the benefits of the product. In terms of breadth of coverage, power of influence, degree of impact and involvement, information on TV is the most effective method attracting clients. But what if for some reason it is not available to you? Then we suggest considering other methods of attracting customers.

Method 2.Stock

With the help of promotions, we influence our target audience, thereby fueling demand. And this influence can be informational (when our consumer has the opportunity to get acquainted with the product visually, test it, taste it directly at the point of sale, receive samples, etc.), or it can be stimulating (when the client can receive a gift or discount for purchasing our product for subsequent purchase).

Some manufacturers can give away very valuable prizes: a tourist voucher, a car, a certificate for the purchase of household appliances, etc. Also, your consumer will not be indifferent to the fact that when he buys two goods, he receives the third one for free. Properly organized promotions are a very effective way to attract customers. They can significantly increase demand, despite seasonality, and be effective method fight against competitors.

• Calculating the effectiveness of promotions and sales: formulas and examples

Method 3.Presentation

A very effective way to attract new clients is presentation. It has many design options and implementation methods. This can be a real representation or qualitative filmed video, which is broadcast on the big screen in places where your target audience gathers, as well as your participation in specialized exhibitions.

The concept of your presentation should be carefully thought out and consistent with the product or service being promoted. If you combine it with some kind of promotion, it will increase your audience significantly. If people, coming to the presentation, can take part in a win-win lottery, receive a discount, a gift card or a valuable prize, their loyalty and involvement in the process will be guaranteed to you.

Method 4.Information by phone

The method of attracting clients through cold calling is a very common way to increase your client base. And very popular, by the way, because of its apparent simplicity and huge range of applications. Calls can be made to both individuals and legal entities.

Small call centers that are designed to make these calls can be found in many companies. Telemarketers make calls to an existing database, advertise goods or services, inform customers about current promotions, and fill out applications for purchasing products online.

But this method of attracting customers has a number of disadvantages that should be analyzed before deciding to attract customers in this way. In fact, there is a global problem - the potential buyers you call are satisfied with the status quo: they are satisfied with the current service providers or they are not at all interested in your product. If you do resort to this method of attracting clients, you should remember that Special attention it is necessary to pay attention to improving the professional level of call center operators, their motivation, tracking professional burnout. Buyers should not be annoyed by their calls.

Method 5.Discounts and sales

On the one hand, this is a very common and popular way to attract clients, on the other hand, this is hardly surprising to anyone now. Almost all stores offer them, regardless of format and target audience.

Discounts can be offered on various categories of goods and are timed to coincide with various holidays, weekends, etc. The only thing that should always be taken into account is that any bonus should still allow you to make a profit. One type of discount is a discount program. Such cards work as savings cards. Points are credited to the account, which are summed up and subsequently used by customers to make new purchases. This way you encourage consumers to buy from you.

Method 6.BTL technology

What methods of attracting customers are called BTL technology?

One of the effective BTL tools are coupons and leaflets. Surely you have come across a situation where, in the immediate vicinity of large chain stores, promoters hand out such advertising, inviting you to visit the store. And, when you present a flyer or coupon, you get a discount on the product.

The effectiveness of this method can be illustrated using the example of a taxi service. With the help of promoters on the street, the company organizes the distribution of cards to random passers-by. And this promotion allows you to take one free trip, and you can get a discount on subsequent orders. All you have to do is dictate your card number to the operator. This method is sure to attract new potential customers to you as people are always happy to participate in the process to get a discount on a product or service.

Method 7.Ambassador

The next method of attracting clients that we will consider is called “ambassador”. This method is based on positive consumer ratings. An ambassador is a person who advertises the consumer properties of your product, thus forming a club of supporters of your brand. This channel works on the principle of word of mouth.

Where can an ambassador advertise your product or service? Yes, anywhere. He can create an advertising page on the Internet and post information about your product or service on it. This method is more direct, but works less efficiently. That is why we will consider a different approach. The ambassador creates high-quality, detailed, truthful reviews on forums and special platforms where you can leave responses about everything in the world - from toothpaste to a book you read. Or he can attend social events, tastings, seminars, exhibitions - in a word, those events where your target consumer often visits. Therefore, there may be several such people, depending on their specialization.

Method 8.Exhibitions

Exhibitions are another channel of your communication with a future client, a fairly effective way to attract potential buyers. Participation in specialized exhibitions, if it is prepared, your clients are notified about it in advance and you have worked competently at the stand, is another method of attracting consumers and increasing sales. Of course, if you have chosen this method of attracting customers, you need to properly organize the preparatory period: provide mailing, prepare booklets, advertising letters, flyers. In addition, the stand should look bright and interesting. In this case, you are guaranteed an influx of potential clients.

Expert opinion

An example of an effective advertising campaign

Ekaterina Kuznetsova,

Marketing Director, Alltek Development, Moscow

What methods of finding and attracting clients in the real estate market can be defined as effective? Housing facilities are an important commodity that meets the diverse needs of people. As a rule, real estate projects must be sold at the time of delivery of a particular object. When the life cycle of a project is short enough, in this case there is no time to form brand loyalty. At the peak of the current supply, you need to attract the maximum number of potential buyers. It is at this moment that you should find best ways search maximum quantity clients.

In addition, we cannot ignore the pronounced seasonality of this market. There are several peaks in consumer activity: from February to June and from mid-September to November.

Due to the fact that the second peak is limited in time, the advertising campaign to attract new customers should be even more dynamic, effective and win-win. We set ourselves the task of developing and carrying out just such an action that would attract attention to our objects from that part of our audience that we were unable to attract through traditional marketing methods.

As a non-standard solution, the campaign “9 1/2 weeks of treasures in the Count's Forest” was developed and carried out. When a client purchased a plot of land with a contract in the club village, he was offered one of nine gifts: a white piano, a playground, a hedge, a housewarming party, a gazebo, a Royal Asherah cat (the most expensive breed in the world), a certificate for the purchase of furniture, a buggy car or a live Christmas tree.

The quality and status of gifts made it possible to stir up the interest of our potential buyers. For example, the client had no idea what prize would be awarded this week. If he was not impressed by the surprise, we suggested postponing the deal until next week. And if the consumer wanted to choose any gift from the list on his own, they were offered to do so in the last half week, when his choice was provided with a full assortment.

This promotion turned out to be the most effective way to attract a profitable client. Our slogan only emphasized the status of the acquisition: “Who owns a house, owns a treasure.” We actively promoted our campaign on the radio, in the press, on the Internet, and used outdoor advertising.

Thanks to an effective way to attract clients, interest in real estate increased by 79% during the specified period. And this despite the short duration of the second season. The launched advertising campaign made it possible to record the highest rate of incoming calls in September, as well as initial requests to the agency. And I give this comparison by year. An increase in activity (+ 26%) was also recorded in relation to the first season. In addition, in the week when cats were given away rare breed, traffic was 75% higher than the previous week.

Online tools to attract clients

Companies use many online marketing tools out of habit, even if they are attracting fewer and fewer customers.

In the article in the “Commercial Director” magazine you will find an overview of modern, effective and inexpensive methods that will allow you to achieve high lead generation.

Working ways to attract customers via the Internet

Of course, the starting condition for attracting customers via the Internet is to create your own website. This is what will allow you to have a space on the Internet, with the help of which you, using all your creativity, will be able to increase your customer base again and again.

The concept of an Internet site has long been firmly established in our lexicon. A company website is a web project that is the face of your company, brand, product or service. It’s also part of the team, a fully paid employee, a showcase, a corner of the office space. Let's look at effective ways to find and attract clients.

1. Promoting your own company website

The essence of promoting your website is to ensure that it can be found for all kinds of search queries that are formulated by your potential clients.

What does the cherished abbreviation SEO stand for? Search Engine Optimization, in essence, is search engine optimization of a website. This is a whole complex of nuances of interaction with search engine robots. And also – the originality of photographs, the correctness of tags for each graphic element, page layout, navigation and internal links, and overall optimization of the structure.

Search engines correlate the degree to which content matches the entered query. In addition, complex search engine algorithms take into account the number of links to your resource. All this allows your site to rank above others in searches. In order to get to 1st place, it is necessary to analyze the success of sites already occupying first places, identify features, patterns and apply them in promoting your resource. All this work makes your site one of the most effective methods of attracting potential clients.

We will look at another method of attracting potential clients. Let us remind you what contextual advertising means. Essentially, these are advertising ads placed by search engines Yandex.Direct, Google AdWords, Begun.

With a competent approach (you need to decide on which keywords for which the search is carried out, your advertisement is shown to the user), contextual advertising can ensure the highest possible conversion, that is, turning users into clients. This is one of the most important nuances such a promotion, otherwise you will waste large advertising budgets.

If we compare the financial costs of SEO and contextual advertising, it is more obvious that SEO as a way to attract customers is more profitable. You can spend 180 thousand rubles/year on SEO and, with proper optimization, have hundreds of visitors to your site from search results. Contextual advertising, especially in competitive markets, can cost 100–200 rubles per person. If you calculate the costs of contextual advertising in the long term, for example, over a month, with the same 100 visitors per day, it can cost you 300 thousand rubles per month.

3. SMM promotion

First of all, what does the abbreviation SMM mean? Translated from English, Social Media Marketing is a fairly popular marketing method of attracting customers today. Essentially, you advertise your product in popular communities. Of course, this type of advertising is not suitable for all products. It is necessary to take into account the target audience of advanced users of social networks.

So, first you need to understand which social networks and communities your target consumer is in, then choose ways to promote your product or service and attract potential customers. Not all products can be promoted on social media. It is unlikely that you would want to subscribe to advertisements for funeral services. In any case, SMM promotion can present your brand in a multifaceted way and introduce potential customers to your product in detail.

4. Email marketing

Unfortunately, recently E-mail marketing is increasingly being compared to spam, although it is still one of effective ways searching and attracting clients. Such an unseemly comparison became possible because it is possible to buy databases of email addresses on the Internet and make advertising mailings yourself or order them from these addresses. Of course, the main difference between E-mail marketing and such advertising is the consent of subscribers to receive your letters.

Of course, email marketing needs to be viewed in the long term. As a way to attract customers, it is not at all as simple as it might seem at first glance. Here you need to take into account your ability and speed to collect a subscriber base and bright, catchy content of your advertising newsletter.

But if you consider the possibilities of this method of attracting clients, they are truly limitless. Essentially, you are communicating directly with your target audience. Your sales will grow in proportion to the increase in your subscriber base. Agree, this is a lot to seriously consider E-mail marketing as an effective way to attract potential clients.

5. Partnership programs

Affiliate programs are a fairly effective method of attracting customers. This tool works quite simply. You expand your audience by attracting partners.

Affiliates use every opportunity to attract new clients to you, and you pay them a small percentage of the profits.

• How to find business partners who will increase your sales

Ways to attract new clients in the b2b field (examples)

Method 1.Lifetime refueling for investor clients

This method of attracting customers is best illustrated by the example of the Dutch company Fastned, which specialized in the construction of gas stations for electric vehicles. The company's marketers came up with a brilliant move - to create a Company Founders Club. Anyone could become a shareholder of this company by purchasing a minimum of 2.5 thousand shares at a price of 10 euros per share. In return, the investor received a lifetime recharge. This has led to significant growth. As part of the project, 34 stations have already been created, and within two years, Fastned plans to build about 200 more.

Method 2.Retail format for b2b clients

The experience of the Russian branch of Samsung, which opened a network of departments for working with b2b clients in its own branded stores, is very interesting. They employ a manager who advises buyers on telephones, various equipment and concludes contracts. Samsung in this way increased sales in the FMCG sector, restaurants, shopping centers etc. This method of attracting clients is not yet widespread enough in Russia.

Method 3.Fishing to strengthen connections

There are companies that use the hobbies of their founders and top managers to increase customer loyalty. In this regard, the experience of the director of the N.C.Pharm company is very interesting. His passion is fishing. And this hobby formed the basis for organizing the event - “Cup of fishing”, which takes place annually in Norway, beyond the Arctic Circle. Top managers of large clients are invited to attend. Such informal communication allows you to strengthen business ties, agree on new prospects for cooperation, and also increase customer loyalty to your business. What's not a creative way to attract and retain customers?

Method 4.Trojan horse in the 21st century

DHL has shown wonders of creativity in the struggle to attract customers with its main competitors - USP and TNT. The company hired couriers from competing companies to deliver black parcels. When the drivers arrived at hard-to-reach addresses and took boxes out of their cars... they suddenly changed color to yellow in front of the amazed public, but most importantly, the inscription “DHL faster” was displayed. All this was made possible with the help of heat-sensitive ink and the creativity of the people who came up with this promotion. Videos of these events were filmed and posted on the Internet, which ensured massive coverage of the target audience and a fun and effective advertising campaign.

Method 5.Bicycles for loading

You can always work on the “packaging” of your product or service as a way to attract new customers. It would seem, what else can you come up with in the field of cargo transportation? Let's take the example of the French company La Petite Reine. She suggested using cargo bikes to transport goods. They are equipped with attractive vans with a load capacity of 150 and 180 kg. The speed of such a vehicle is low, only 20 km/h. But there are certain advantages of delivery using a cargo bike - maneuverability, the absence of exhaust gases from fuel that pollute the atmosphere during emissions, noise, and the time factor in the realities of traffic jams.

Method 6.Taking over offices with free coffee

Nowadays clients want to receive a full service, high-quality service in one place. Offering all sorts of tastings and testing on your premises is not a new way of advertising your product or service. What has CBM come up with to conquer business centers and office spaces? By the way, the company markets coffee equipment and coffee beans. She offered clients free testing of coffee machines and coffee tasting with a visit to their office. The consumer could keep the Bosch TCA5201 coffee machine, provided that he would buy at least 4 kg of coffee per month. In this way the company determined for itself the best way attracting clients.

Method 7. Washingtrolleys

How many of you can imagine a super or hypermarket without such an integral part of the service as a cart? That's right, no one. And not even because the cart allows the buyer to free his hands: it makes it possible to purchase more goods and, accordingly, brings additional profit to retail chains.

PureCart Enterprises, having developed a special system for processing such carts before and after use, has found an opportunity to generate additional income. Not only are the carts sanitized and safe to use, but they also smell great. Why not a service to attract new clients?

Method 8.Guaranteed income on the company's birthday

Some large companies develop and launch discounts and promotions in honor of their birthday. Let us give an example of the experience of the Auchan hypermarket as one of the methods of attracting potential customers. He sent letters to his suppliers informing them about discounts and bonuses, but not free ones for them. To receive a discount, suppliers had to pay Auchan a certain amount. For example, Auchan valued the logo of the supplier’s company measuring 4x4 cm in color booklets with a circulation of 5 million copies at 600,000 rubles. And placing a panel with the name of the supplier’s company or one of its brands at the entrance to all stores - 60,000 rubles.

Expert opinion

Lead generation in b2b

Maxim Gorbachev,

expert of the Russian School of Management on b2b sales

The term “lead generation” has been around for over 10 years. In the original language it sounds like this: Lead Generation. Essentially, this is a marketing tactic for finding potential clients with any contact information. This could be a phone number, email, social network account. This method of attracting customers allows direct appeal and contact with them.

There are various lead generation tools:

• outbound activities aimed at contacting potential clients. These are mailing lists, telemarketing (cold calls), exhibitions, conferences, coffee breaks;
• incoming requests. And in this case, we primarily mean Internet marketing tools (SEO optimization, contextual, banner, teaser, advertising, social networks), specialized exhibitions, affiliate programs.

Method 1. Job invitation

This method of attracting potential clients was invented by the arbitration court - a non-profit organization engaged in resolving business disputes, the parties to which can be both legal entities and individuals. The arbitration court sales department was supposed to sell to lawyers of medium and large companies the service of an arbitration court, that is, a sole arbitrator to resolve a dispute that a client had in a civil law relationship.

Functionally, the work in the sales department of the arbitration court was divided as follows. First, call center operators called potential clients. Then the managers went out for negotiations, during which they talked about the advantages of working with an arbitration court. This sales organization made it possible to make 2-3 meetings a day.

This did not suit the organization, and it changed the way it attracts new clients, taking into account the motivation of each lawyer to become a judge. The arbitration court invited lawyers from companies that were potential clients to work for them as an arbitrator. Since the goal of potential clients was often to obtain a certificate as an arbitrator, and not the fact of work itself, this offer soon helped increase the sales funnel from 2-3 to 12-15 per day. The lawyers invited to work, wanting to obtain the status of an arbitrator, lobbied for the interests of the arbitration court in their companies, convincing them to transfer clients’ civil disputes for consideration to the arbitration court.

In this way, in a short time it was possible to attract large companies to the work, the development of which took months of work.

Method 2. Conducting interviews

I will share information about the method by which one Internet service attracted new customers. The telemarketer posed as an employee of a well-known Internet portal who calls to conduct a survey of target consumers. During the interview, several questions were asked about ways to attract customers via the Internet. Of course, the question was raised about using a specific Internet resource. After the client gave a negative answer, the telemarketer offered to help connect this service for free and talked about all the various advantages of using it. Sometimes the consumer did not even realize that he had become a victim of a “cold” call.

Method 3. Buying used equipment

In this case, the call center operator approached the client not with an offer to sell, but with the goal of purchasing from him what the client himself was selling. Like this original way attracting buyers! I will illustrate this with the example of one company that sells commercial vehicles.

It is no secret that logistics companies that own their transport fleet update it quite rarely. When selling a used vehicle, they place an advertisement for the sale of an old truck on the Internet on the websites auto.ru, drom.ru, avito.ru in the “Commercial Vehicles” section to quickly find a buyer. So, such information is an indicator of readiness for a partial renewal of the fleet.

A company that sold commercial vehicles began monitoring similar sites in search of such sellers. After that, she offered to purchase the old truck as a down payment on the purchase of a new one. Of the ten sellers, three were ready to consider this scenario. Such a contact became a lead and was already transferred to the sales department for further processing and reaching a deal.

Method 4. Sales to tender winners

This is a very simple way to find and attract clients. For example, you work in the market of construction materials or contracting services for construction projects. You can track the companies that have won construction tenders. Such information becomes a lead for converting a potential client into an existing one.

Method 5. Identification of site visitors

With the help of SEO optimization you will generate traffic to your website. But how can you distinguish your potential client from visitors who left the site and never made an order or call? Some of them can definitely be returned by identifying their accounts on social networks, for example VKontakte. Specialized services are intended for these purposes (for example, smmmanager2.ru). Thus, identifying your website visitors can be another way to find and attract customers. You can contact a potential buyer directly through a social network and discuss your offer with him again. According to statistics, from 0.5% to 4% of leads then turn into real customers who place an order.

Non-standard ways to attract clients in examples

Method 1. Gamification

If you're serious about how to make your advertising campaign more effective, you need to consider gamification as a method to attract new customers and retain existing ones. This method helps to form the emotional component of the consumer, maintain loyalty around your brand and build a human attitude towards it.

Gaming moments in loyalty programs fuel excitement. Let's illustrate this statement with the example of an application that offers the user the opportunity to guess the designer of a dress several times, and in case of a positive answer, awards a certain number of points or assigns a certain status.

Sometimes gamification is used to promote a new product. Suffice it to recall the advertising campaign of the emailga.me service, rich in game elements that stimulate participants to work more intensively with email. In this case, the creators of the advertising campaign limited the time for responding to incoming mail. Users who managed to complete everything on time received pleasant prizes and rewards.

Method 2.Storytelling

A certain type of myth-making that has firmly entered our lexicon under the term “storytelling.” How it works? You choose for your company in advertising communications or online presentation a famous character who faces some problem, and it is your brand that allows him to solve this issue. It is advisable that your client easily associates himself with such a character. Experts advise using the storytelling method to create presentations and attract potential buyers.

Method 3.Socially oriented solution

The socially oriented solution of your brand has a very powerful emotional impact. People like the social component and the charitable nature of the business. It is becoming the most effective method of attracting new customers. Examples include the shoe company TOMS Shoes. Each pair sold contributed to the next pair being given to children in need. A similar example is the company Warber Parker Glasses, which launched a campaign: “Buy a Pair, Give a Pair.” In this case, every second pair of glasses was also given to the poor as a charity.

Social networks today play one of the leading roles in developing your business and attracting new customers. On any platform - VKontakte, Facebook, Twitter - you can form a club of admirers of your brand. These are already studied resources, and advertising posts in them, on the one hand, will not surprise anyone, but on the other hand, they can be quite boring. You've probably noticed that posts promoting a particular product can trigger comments about how annoying advertising is. Whether there is a alternative ways attracting new customers on social networks?

Now the Instagram and Pinterest networks are actively developing, where the emphasis is on visual content. Instagram, of course, is now used more actively by businesses than Pinterest, although the latter is in the same range of resources that choose a visual channel of communication with potential clients. Investors appreciate the future potential of these services.

Method 5."Hungry" parking

The campaign was so successful that marketers decided to develop this theme when contacting car owners. For this purpose, parking lots in different US cities were symbolically painted - white markings interspersed with yellow lines drawn diagonally. And if drivers followed the yellow markings, they would see the inscription on the asphalt: “You park here when you're hungry” and, of course, an image of your favorite Snickers bar. This example may be another illustration of a creative approach to creating an effective method for attracting new customers.

Method 6. Armored Shock Battalion

And another option for non-trivial customer attraction was invented by the Taxi 6,000,000 company from St. Petersburg. An interesting marketing tool in this case was the bright red armored vehicle that joined the company’s fleet. In this case, marketers decided not to scare potential customers with camouflage coloring.

This is a very successful marketing ploy, since such development of its own fleet fully justifies the company’s slogan “Safe Taxi”. In addition, in St. Petersburg, entangled in a web of canals and bridges, many people want to cross the Neva when the bridges are already raised (you can also swim on the BRDM). So we can assume that the new marketing tool has 100% become one of the ways to attract new customers to the company.

Method 7. Lifelong discount

In part, we have already talked about the tendency to personalize promotions and discounts. Personalization is an important component of the loyalty programs of large companies and, as a result, one of the most effective ways to attract and retain customers. As an example, let us cite the experience of the American hypermarket Kroger, which commissioned consumer demand research from the Dunnhumby USA agency. They studied sales statistics and identified the main product preferences of loyal customers. And then they were presented with an unlimited discount on a group of goods that the buyer regularly purchases in the hypermarket.

The success of this method was confirmed by the increased sales volume of the store. Such an effective way to attract new customers was immediately picked up by other market players. A similar loyalty program was launched by the Safeway hypermarket chain.

Method 8. Reward for vandalism

The American airline JetBlue Airways has launched an original advertising campaign. Its essence was “decisive” actions. It was necessary to tear the poster off the stand and take it with you. New Yorkers were called to action by the patriotic inscription on the advertising poster: “Only real New Yorkers can do this.” The advertising campaign offered many prizes for participants: from ice cream and a ticket to a sports match to the main prize - a free flight on an airline route that was of interest to the client.

The lucky ones who won various prizes willingly shared their acquisitions and, most importantly, their emotions on social networks. Without a doubt, the advertising campaign was a great success, and residents of the city gladly took part in it in the hope of winning the main prize - a lucky ticket to their destination. This allows us to talk about this promotion as a marketing method of attracting new customers.

Method 9. Mini-marketing for a mini-product

The Coca-Cola company presented its new product – a drink in a mini-can – in a rather original way. The author of the advertising campaign was the Ogilvy & Mather Berlin agency. On the streets of large cities in Germany, miniature retail outlets were installed - kiosks that were waist-high to an adult. Of course, such sales points immediately attracted the attention of consumers who not only wanted to buy a drink in a new mini-package, but also take a photo with the toy store in the background. This promotion can also be seen as an original way to attract potential customers.

Method 10. Collector from California

Here’s another original way to attract the attention of your target audience. This time we will talk about the series “Ray Donovan”. How do you think the Russian TV channel REN TV increased the ratings of the series? In the Moscow restaurant chain Kruzhka, business cards of the universal specialist Ray Donovan appeared on the tables - a fixer (as such specialists are called in the USA), capable of solving any problem. The range of tasks that the character of the series, who called on the specified phone in a brutal voice, proposed to immediately tackle, was quite wide: walking the dog, extorting money from the debtor, and even hiding a corpse.

How to choose one or another method of attracting clients: step-by-step instructions

Step 1. Make a plan

Before you begin choosing methods for attracting new clients, you need to plan the expected result: the number of attracted clients, sales volume, margin. Perhaps the most important step at this stage is to determine the target audience, its interests, and its needs.

The connection between your target audience and your product should be clear and transparent. With the help of your product or service, the client should receive some benefit, solve some problem, or improve something qualitatively in their life. And to do this, you need to crystallize your competitive advantages and highlight the unique properties of the product.

So, the most detailed description of your target audience, the competitive advantages of your product, a list of needs that your customers can satisfy with the help of your product or service - these are the cornerstones of determining ways to attract new customers that are effective for your business.

Step 2.Forming an offer

Based on the analytics you conducted at the first stage, you should formulate an offer for your clients. In this case, it is important to focus not on the product, but on the final benefit from its purchase. In this regard, a new task appears: to convey information to your target consumer. In order to realize this, you can use the services of a professional call center.

Step 3.We evaluate the profitability of ways to attract customers

Next, you create a marketing budget, which involves calculations: how many clients you need to attract per month in order to reach a certain sales volume. Start from your desired monthly income. Next, based on the portrait of your client, you determine the most effective channels of communication with him, in your opinion. After analytics, calculations and determining methods for attracting customers, you create a monthly marketing budget. Of course, you will need to analyze the effectiveness of each communication channel.

Mistakes in calculating customer retention rates

70% of managers believe that the main task is to attract new customers, while 20% believe that the most important thing is to retain current customers.

Customer retention rate is an indicator of the effectiveness of the product, marketing, customer service and pricing policy. If customers are still loyal, that means efforts can be doubled. If not, it's time to change your strategy. It may seem simple, but in reality, retention is influenced by many factors.

The editors of the Commercial Director magazine list 4 common mistakes that companies make when making calculations. Find out about them and do not allow them in your work.

Why some methods of attracting clients don't work

Many companies, despite the huge budgets of advertising campaigns, are nevertheless dissatisfied with their effectiveness and complain about low returns. Studying successful and not so similar stocks allows us to identify typical mistakes that significantly reduce their effectiveness.

• The definition of the target consumer group is too abstract. There is simply no product for everyone. In this case, you need to start with market segmentation, which will limit the boundaries of the target group.
• You don't train your company's staff. Employees do not know the competitive advantages of the product they offer to the market. The product needs training, as does sales. For this purpose, special trainings should be developed, and experienced specialists will help in organizing the training.
• Used a small amount of channels whose effectiveness is not analyzed. Meanwhile, it is necessary to skillfully manipulate, combine different methods to attract new clients, as well as study new ideas and practices of successful companies. You can successfully compare ATL and BTL advertising elements.
• Lack of tangible competitive advantages that distinguish your brand and products from direct competitors. The benefits should be obvious and presented in the form of benefits that your customer receives by purchasing your product or service.
• Low level of professional sales skills of your managers. They do not know how to fully and profitably present information about your product to customers. This situation can be corrected by effective training in sales techniques.

To identify such errors, you need to analyze your business, study the effective practices of other companies, and monitor the relationship between your choice of effective channels for attracting potential customers and fluctuations in consumer demand. All these simple tools will allow you to promptly identify the reasons that are preventing you from attracting new customers and growing your business.

Information about the experts

Ekaterina Kuznetsova, Marketing Director of Alltek Development, Moscow. Alltek Development implements all stages of the life cycle of villages, from the creation of a concept to the management of finished villages and infrastructure facilities. The company manages 6 facilities on Kievskoye, Rublevskoye and Novorizhskoye highways with a total area of ​​more than 400 hectares. The value of assets managed by ALLTEC Development exceeds 10 billion rubles. The company has no unsecured financial liabilities. Part of the ALLTEC group of companies.

Maxim Gorbachev, expert at the Russian School of Management for b2b sales. Maxim Gorbachev is one of the 10 best trainers according to the Sales B magazine rating. He has a legal and psychological education. Areas of competence: sales and negotiations, kickback management, management of sales representatives, distribution management, organization of sales departments from scratch, development and implementation of customer service standards, automation of sales departments.

• strict warning: Declaration of views_handler_filter::options_validate() should be compatible with views_handler::options_validate($form, &$form_state) in /home/j/juliagbd/site/public_html/sites/all/modules/views/handlers/views_handler_filter .inc on line 0.
• strict warning: Declaration of views_handler_filter::options_submit() should be compatible with views_handler::options_submit($form, &$form_state) in /home/j/juliagbd/site/public_html/sites/all/modules/views/handlers/views_handler_filter .inc on line 0.
• strict warning: Declaration of views_handler_filter_boolean_operator::value_validate() should be compatible with views_handler_filter::value_validate($form, &$form_state) in /home/j/juliagbd/site/public_html/sites/all/modules/views/handlers/views_handler_filter_boolean_operator .inc on line 0.
• strict warning: Declaration of views_plugin_style_default::options() should be compatible with views_object::options() in /home/j/juliagbd/site/public_html/sites/all/modules/views/plugins/views_plugin_style_default.inc on line 0.
• strict warning: Declaration of views_plugin_row::options_validate() should be compatible with views_plugin::options_validate(&$form, &$form_state) in /home/j/juliagbd/site/public_html/sites/all/modules/views/plugins/ views_plugin_row.inc on line 0.
• strict warning: Declaration of views_plugin_row::options_submit() should be compatible with views_plugin::options_submit(&$form, &$form_state) in /home/j/juliagbd/site/public_html/sites/all/modules/views/plugins/ views_plugin_row.inc on line 0.
• strict warning: Non-static method view::load() should not be called statically in /home/j/juliagbd/site/public_html/sites/all/modules/views/views.module on line 906.
• strict warning: Non-static method view::load() should not be called statically in /home/j/juliagbd/site/public_html/sites/all/modules/views/views.module on line 906.
• strict warning: Non-static method view::load() should not be called statically in /home/j/juliagbd/site/public_html/sites/all/modules/views/views.module on line 906.
• strict warning: Declaration of views_handler_argument::init() should be compatible with views_handler::init(&$view, $options) in /home/j/juliagbd/site/public_html/sites/all/modules/views/handlers/views_handler_argument .inc on line 0.
• strict warning: Non-static method view::load() should not be called statically in /home/j/juliagbd/site/public_html/sites/all/modules/views/views.module on line 906.
• strict warning: Non-static method view::load() should not be called statically in /home/j/juliagbd/site/public_html/sites/all/modules/views/views.module on line 906.
• strict warning: Non-static method view::load() should not be called statically in /home/j/juliagbd/site/public_html/sites/all/modules/views/views.module on line 906.

Skillful trading and marketing distinguishes successful firms from all others

This is what the world-famous author of books on personal development, Gene Landrum, writes in his book.

For successful business development, managers use various techniques, including attracting clients by phone. The technique is quite common and with constant use gives good results.

Telemarketing teaches you how to attract customers over the phone

It would seem how a telephone can help in such a difficult matter as attracting clients. After all, it is more convenient and effective to communicate directly. However, the telephone, when handled correctly, provides maximum efficiency.

Modern business includes such a thing as telemarketing - direct marketing conducted over the phone. Telemarketing has several goals: obtaining and summarizing information, conducting various surveys, surveying consumers and, of course, attracting customers by phone.

You need to know how to use this technique, and the telephone conversation is conducted by teleoperators who have completed a training course.

How to attract clients over the phone?

Simply calling and calling will not bring any results. To know how to properly attract customers by phone, you need to study the existing specific sales techniques in such cases.

Their main feature is that the recruitment process is practically free. A manager striving for career growth and wanting to increase the share of sales using his own methodology must follow some basic rules.

You need to know about them and always remember, only then there is a chance for the success of your plan. First of all, success will be on the side of the one who initially approaches the question of how to attract a client by phone, professionally and responsibly.

But that's not all. You cannot make a phone call while being distracted by something else. There are certain basic rules and everyone knows about them. But very often they forget or do not attach much importance. But in vain.

Basic rules of conduct when attracting a client by phone

First of all, attracting a client by phone is based on an internal mood and addressing the client. During the conversation, you need to constantly smile sincerely or empathize with the interlocutor. You can’t assume that if you can’t see him, you can do whatever you want during a call.

This is easy to feel, even through the phone, and, for sure, a client who suspects that the manager was biting his nails or drinking coffee during a conversation with him will not call again. It’s even worse when he tells his friends about this fact, and the manager’s career can end before it even begins.

In addition to the above, a properly planned and conducted conversation will be useful in how to attract a client by phone. To do this, many points and nuances are taken into account.

How to talk on the phone?

1. It is necessary to start a conversation with a greeting, while always waiting for an answer. The manager introduces himself and names his position.
2. The next stage is to clarify the time required for the manager to talk.
3. It is imperative to find out whether it is convenient for the client to have a conversation at the moment. A manager, planning how to attract a client over the phone, must competently structure the conversation.
4. Therefore, it is imperative to inform what issue the call is about, clarify with whom, specifically, you can discuss the sale and, if necessary, find out how to contact the right person.
5. Next comes finding out how relevant the offer is for the company, whether there is a need for it.

It is very simple to answer the question of how to attract a client’s attention over the phone: you need to tell about the best offers, about the most famous clients who use the company’s services.

A well-trained manager will show interest in the client by casually mentioning that he was interested in the company before asking them to make a deal.

At the final stage of the conversation, it is necessary to agree on a personal meeting, justifying this by the fact that printed information is not always accurate. The meeting place and time are chosen jointly, but privileges belong to the clients.

Words of farewell at the end of the telephone conversation are required.

Attracting clients by phone: an example

By following all the listed rules, the company manager will be able to competently develop his own methodology for attracting more clients. Approximately, the conversation will be structured as follows:

Hello! My name is... sales manager, wholesale company... I need five minutes of your time. Are you comfortable talking?...

How quickly can you learn to attract clients over the phone?

With all the information out there, it is simply not possible to become a great sales rep in just a few phone calls. You can have a great grasp of the theory of how to attract wealthy clients, but at the same time, not make a single successful transaction.

The theory must be constantly applied in practice, details must be polished, and every conversation must be analyzed. You need to work with real clients and then everything will work out!

In the struggle for clients, successful managers attend various trainings and hone their skills, bosses negotiate major deals, store owners come up with various promotions and discounts, all in order to attract consumers.

In conditions of high competition, luck occupies a huge place in addition to the efforts of people interested in success. Without the smile of Lady Fortune, deals fall through, and the buyer chooses a nearby shop in search of the right product. Simple spells to attract clients and customers can help you attract good luck in business.

How to read a plot correctly

Reading a conspiracy, performing a simple ritual to attract good luck is already magic that does not tolerate mistakes, try to follow general rules in order for your final goal to be achieved.

Conspiracy for the first profit

This plot is suitable for those who have just started work, opened a store, a beauty salon or any other business. As soon as you receive your first income, you need to make a fan out of banknotes and wave it over your workplace or over a display case with the words:

“Money for me, services for you, or money for me, my goods for you.”

Try not to spend your first earnings and don't give them away as change.

Conspiracy for the first client

This method is suitable for people who have recently opened their own business or are just planning to do so. To carry out the ceremony, buy a tasty treat, it should be something of high quality and tasty, not cheap toffee. Place the treat on a beautiful dish and say the words of the conspiracy:

“I treat, I treat, I invite clients, so that it will be sweet for you, so that the business will bring money! Amen! Amen! Amen!

Be sure to treat your first client with charmed candies or cookies, try to make him satisfied with the product and service. His positive attitude will attract more grateful consumers to you.

A conspiracy to attract customers to the store

This plot is suitable if you need to attract customers to the store. Select a gold-colored coin and dip it in essential oil, preferably with a bright, pleasant smell. Go behind the counter, where customers usually are, and say the text of the conspiracy:

“Trade roads, lead customers to my store. Take money, send good luck! So that clients and good luck come to me, bring me a lot of money, increase profits! Amen!"

After that, throw a coin on the floor so that it rings and say: “Bought, paid!” Do not pick up the coin, let it remain in place and attract money to the store. It will be great if the buyer picks it up and buys something in your store.

Salt spells to attract customers

This conspiracy can be used by anyone: from a manager looking for new clients to a salesperson who has a percentage of the store’s revenue.

When leaving for work, take a handful of salt with you. When there are only a few steps left before entering the office or store. You need to throw the salt back over your head and say the words of the spell.

“I talk salt, I attract buyers! The grains fall, customers line up. No one leaves without goods, everyone brings me money! Amen."

After the words are spoken, continue on your way and don’t look back. The result will not be long in coming.

The second spell for salt involves the use clean water. Throw a pinch of salt into a glass of water and say over it:

“I’m standing on a mountain, on a hill, looking at the Sun, the Sun is red. Rise, red Sun, from the blue sea to the blue sky, rise up, bring handfuls full of gold. Full of your gold is in my house (name), and in my garden, in my yard and in my oven. There is plenty in the chest and in the underground, in the attic and in the entryway, on the table and in the cage and in the trading business. Neither the wind will blow, nor the rain will pour, nor the snow will not get cold, nor the heat will burn - the light of your gold is a hundred miles around. Let it be so, I say, I take water and salt as witnesses. So be it, I say, meeting your dawn. Amen".

Then take a little charmed water into your mouth and spray it on the counter, display case or desktop. After this, be sure to spray yourself.

An ancient spell with honey to attract buyers

Such a conspiracy was popular among merchants in ancient times; it was believed that honey could attract buyers like flies.

To do this, you need to find and buy a jar of natural honey, don’t skimp, it must be a real good product. Drop a few drops on the threshold of a store or office and say the text of the spell.

“Everyone loves sweet natural honey, given to people by bees. I, Servant of God ( given name) I claim that this way customers will love the threshold of my store (my counter). Just as bees reach for flower nectar, so do buyers come in line to my store (to my counter). Amen".

Poppy spell for sellers

The universal conspiracy is suitable for both professional sellers and ordinary people who want to sell any thing.

You need to buy a pack of poppy seeds, it is important to prepare the required amount without change. Choose a day appropriate according to the lunar calendar, take a pack of poppy seeds and say a prayer to St. Nicholas the Wonderworker into it.

If you are a store owner, sprinkle poppy seeds in front of the counter, on the customers' side. If you need to sell an apartment or car, sprinkle accordingly in front of the front door or around the car. The buyer needs to step on the poppy. While sprinkling poppy seeds, you need to say the words:

• “Step on the poppy – you bought it from me.”

Plot with a comb to attract clients to the office

To carry out the ritual, you need to buy a wooden comb on the day of the waxing moon; it can also be made of bone, but not made of plastic. Every day, when you come to the office or the store, you need to comb your hair to the very ends in front of a large mirror thirty-three times, while repeating the words of the conspiracy:

“There is a smooth path to my threshold. Let the clients run, they will be helped here. Good for people, but for me (your name) - a bucket of money. Just as there are no tangles in my hair, I have no problems or debts. Amen."

Conspiracy on the seventh of February to trade for the whole year

This ritual came to us from ancient times, it was used by merchants for successful trade all year round. The date was not chosen by chance; on this day it has long been customary to resolve financial issues.

The ritual is carried out once a year - on the seventh of February. You will need a lump of sugar and a stove with a blower. If you don’t have a stove, you should try and find a house or cottage with one, you can rent it.

Before dawn, you need to put a lump of sugar in the ash pit and light the stove with aspen wood. When the fire flares up, you need to say the words of the conspiracy:

Fire, fire, don’t touch my sugar,
But touch the people, move them, and go get their goods.
In the name of the Father and the Son and the Holy Spirit.
Amen.

After taking out the sugar, do not clean it from the burning, carefully wrap it in a cloth and take it with you on your trip. workplace. It must be positioned so that it does not catch anyone's eye. Sugar will attract customers all year long. After eleven months, the ritual is repeated, and last year’s piece of sugar must be buried under any fruit tree.

Conspiracy using an anthill to improve sales

To attract sales there is one more strong conspiracy. To do this, you need to go to the forest; any time of year is suitable, except winter, since you will not find an anthill under the snow.

In the forest, take some sticks from the top of the anthill and put them in a fabric bag. When you arrive at the store, sprinkle the product you want to sell from the bag, while saying out loud:

• « As many ants in that house, so many buyers sent me, God. Amen».

It is believed that there will be as many buyers as there are ants in an anthill.

Surrender plot

It often happens that the buyer does not take the change as change and refuses it. This can be used to attract new customers. Take the change home with you and read the spell over it three times:

“The month is full, the month is middle and young! Give me a treasure out of a penny. Just as my mother gave birth to me and swaddled me in my first diaper, so you too have given me a great treasure! Amen!"

There is no need to spend coins, put them in a separate pocket in your wallet and carry them. They will attract financial luck to you.

A powerful ritual for successful trading

This ritual should be performed on the waning moon. Take an old, inconspicuous rag and brush the dust off the counter or table with it, saying the words of the prayer three times

“Dashingly beggarly, dashingly unsaleable, don’t touch me, don’t touch my goods! Get away from me, get away from here along the water, through the forest, through the swamp, don’t invite me with you, take the dead crayfish and lie under a snag. So that I don’t experience poverty, my goods don’t linger, I send away poverty and misery, I sweep away all misfortunes and failures with a rag! Strength, water, language. Amen!"

The rag should be thrown into a pond, preferably with standing water. Remember that you should return home without turning around and without talking to anyone.

Prayers for successful trading

There is nothing sinful about successful trading, so you can go to church and pray about it.

You can pray to any Saint, but most often people associated with trade choose Nicholas the Wonderworker and Seraphim of Sharon, the patron saint of trade affairs.

“Oh, our great mentor, Nikolai! You are kind and merciful, pious and generous. I ask you to hear me, your servant (name), I pray to you and hope for help in your affairs. See my work and efforts, obedience and loyalty to the Lord God. Protect from hardships and falls, add intelligence and strength. Beg the Lord for mercy for us, may he protect us from the machinations of our enemies and guide us on the right path. May you protect us from temptations and dishonest acts. May he reward us for our suffering, for our zeal and submission. We trust in your intercession, we ask for help. We fall before your holy face with prayers. Cover us with your wing from adversity and misfortune, help us not to perish in the abyss of sin and in the mud of our passions. We pray for the salvation of our souls and hope for great mercy.”

“O Most Wonderful Father Seraphim, the great Sarov Wonderworker!O quick and obedient helper to all who come running to You!During the days of Your earthly life, no one elseYou are tired and inconsolable when you leave,oh, the sweetness of all was the vision of Your face andthe godly voice of your words.

In addition, the gift of healings, the gift of insight,The ar of weak souls of healing is abundant in You.When God called you from earthly labors toheavenly peace, nand like Thy loving fingers from us, andit is impossible to count Your miracles,multiplying like the stars of heaven:

Behold, across all ends of our landAppear to the people of God and grant them healing. Twe eat and we cry out to you, ohhumble and meek servant of God, dardent prayer book for him, nand whoever calls you, reject him!

Offer up Your merciful prayer for us to the Lord of hosts,but he will give us everything we need in this life andall useful for spiritual salvation, dand will protect us from the falls of sins andmay he teach us true repentance, ino still get in without any hesitationeternal Heavenly Kingdom, Andwhere are you now in everlasting glory, andchant there with all the saintsand the original Trinity forever and ever.Amen".

Don't forget to share part of your profits with those in need, make donations, buy gifts for children from low-income families. Live in accordance with your conscience and pure thoughts, wish only good things for people, and you will notice how your affairs will begin to improve, and your whole life will come into harmony.

How Clairvoyant Baba Nina helps change the line of life

The legendary clairvoyant and prophetess, known throughout the world, launched an accurate horoscope on her website. She knows how to start living in abundance and forget about money problems tomorrow.

Not all zodiac signs will be lucky. Only those born under 3 of them will have a chance to suddenly get rich in July, and it will be very difficult for 2 signs. You can get a horoscope on the official website

With the onset of the crisis, the level of sales in the retail store decreased significantly. The turnover of goods consumption in Russia fell by 10.4% in 2015. This created additional sales problems.

With such low purchasing power of the population, campaigns began to look for additional incentives for the development of trade. To increase retail sales, successful organizations have identified key trends retail And current methods sales organizations.

What could be the ways to competently organize the trading process, leading to increased profits?

Method 1. Organization of a vending sales network

Vending is the sale of goods and services through vending machines. This is the organization of the operation of terminals, vending machines for selling piece goods (hygiene products, shoe covers, drinks, small confectionery). This method of sales is especially popular with small companies that cannot open their own chain of stores on their own or with trading structures with a developed network.

Thus, 15% of the products can be sold through the vending distribution network.

Method 2. Competent pricing policy

Pricing policy is one of the most important conditions for promoting a product. Raising or lowering prices, offering people various discounts or favorable conditions when purchasing - these are the methods that greatly influence making a profit.

Pay attention to competing companies. It is not at all necessary to reduce the price of a product after you see price reductions from competitors. Better think about how you can attract customers through discounts. Give a discount on the same products that your neighbors have reduced prices for. The buyer will respond faster to your marketing ploy. Do this during the last days of your competitor’s discounts or immediately after their promotion ends.

Method 3. Giving the product additional value

An additional way to attract a buyer to a product is when the product is given “special value.” This can be done by adding unusual product properties, functions and applications to the description. Items can also be included in kits. Give these kits interesting names. In these cases, the target audience will increase many times. This means that the quantity of goods sold will increase.

Method 4. Focus on clients with high demands

It is believed that product prices should be designed for the average consumer and even satisfy the needs of a buyer with below average income. And this is correct, because. this is the largest percentage of the population.

It is also important to know that if the buyer purchases the highest quality product every day and receives a professional level of service, he will be ready to purchase goods at a fairly high price. Focus on buyers with high demands. Perhaps sometimes such a product will be purchased by a client with low level income. This can be done on a holiday, in a special mood, through a desire to pamper yourself.

Method 5. Creating an “emotional” showcase

Create an attractive storefront. The showcase should attract, even entice, the buyer. The product that will be displayed on it must be “emotionally charged.” This works under certain conditions. Products presented in the entrance area should reflect the general price level in the store. Products must be available, otherwise the buyer will first be “excited” and then “disappointed.” And you won’t see it in your retail outlet anymore. Even if you reduce prices by 90%.

Such a marketing move will attract the attention of every passerby to your product. This is currently a hot trend in retail.

Method 6. Correct display of goods

A large percentage of purchases depend on the display of goods. There are several secrets to how to place a product on a shelf. The end placement of goods should have bright, orderly colors. This will attract additional attention. Enabling peripheral vision will provide from 130 to 450% increase in sales.

Products that have been left behind due to high prices or other circumstances are placed in a basket in the center of the aisle or at the ends of the rack. It is necessary that the buyer literally “collides” with this product. And an additional small discount on a product can increase income from its sales by 800%.

Method 7. Managing customer behavior

Use special technical means (audio or video) in your stores that will turn on when a customer passes a certain product. For example, a consumer approaches a shelf with avocados, and at this time he hears information about an “extraordinarily tasty salad” using this product.

When the beacon enters the coverage area (10–70 m), a signal is received and the user immediately sees a message on the screen about promotions, discounts and personal offers from the store.

Method 8. Using a tablet when working with clients

Use a tablet with specially designed software. Thanks to this, when communicating with the buyer, the seller will be able to immediately show the client the product and allow him to examine the product from all sides. You can also check the availability of products in the warehouse and set deadlines for ordering. Record the wishes of customers and send the selected project to their email inbox. Using this method of attracting customers to the store will not only increase the speed and quality of customer service in the store by at least 20%, but will also bring additional profit.

Use our tips. And your business will be the most prosperous!

Tatiana Zagumennova

Hello! In this article we will tell you how to attract customers and increase sales in , and introduce you to the principles of customer focus.

Today you will learn:

1. What does "customer centricity" mean?
2. What are the main ways to attract clients?
3. What acquisition channels can be used.

The success of the development of any business project directly depends on the number of clients. The issue of attracting them remains the main one for any enterprise that is interested in a stable increase in sales and making profits. Any methods and techniques are used, different ways presenting information that helps to interest potential buyers of the product.

Customer Focus

Customer centricity refers to an important element of any business, aimed at finding ways to satisfy customers and their needs. This helps ensure the most complete and constant flow, increasing sales.

In simple words, companies direct all resources to studying the needs of consumers, and the principle “the customer is always right” is put into practice.

It is customer focus that can make a business project more effective and increase turnover. This is not just about improving the quality of service or sending SMS messages with promotional offers. This is the desire to please in everything and turn a casual visitor into a regular customer.

Basic rules of customer focus:

• All staff must be attentive to visitors and try to anticipate their wishes;
• Customer focus needs to be developed within the company itself and directed towards employees;
• Any changes in the range, models or modifications should be dictated only by the desire to give consumers maximum benefit, and not the whims of business owners;
• Service must be ahead of the demands of visitors.

Establishing customer focus starts from within the company. To do this, management can encourage sales managers and other personnel with cash bonuses for high quality service. Good effect They provide regular trainings where conflict situations and the peculiarities of communication with “problem” clients are worked out.

Basic principles of customer focus

1. Conscientious attitude to work. To satisfy the needs of customers, you should be diligent in serving each person and offering them only high-quality, high-quality products.
2. Attention to every detail. It is necessary to take into account points that may cause dissatisfaction or irritation, and eliminate shortcomings in the work of service personnel.
3. Studying customer needs. In addition to studying wishes and requirements for products, you can establish feedback. This will help you understand whether the expectations from the quality or properties of the purchased item were met.
4. Working ahead. To attract potential customers, you need to provide better service than the potential buyer expects. Having received positive emotions, he will definitely come back and tell his friends about the company.
5. Desire to understand the consumer. A good way to work on weaknesses is to put yourself in the shoes of a potential client. This will help to understand whether he is comfortable making a purchase and how high-quality the product is offered to him.

The company must understand who its potential customers are and what they expect from the product or service. It is necessary to build relationships based on trust and mutual understanding. This is not always profitable for the company in the early stages, but it will certainly bring excellent income in the future.

Main channels for attracting clients

Customer acquisition channels mean various ways establishing contact between buyer and seller. They should be created by the entrepreneur himself, who is interested in increasing income. He can use active or passive channels, adjusting them to the characteristics of goods or services.

The most interesting active channels for attracting customers are:

Dealership

The channel involves the redistribution of sales between different companies (direct manufacturer and intermediate distributor of goods).

Among the positive aspects of such a recruitment channel:

• High productivity and achieving results in a short time;
• Availability of trained marketers and personnel who understand the intricacies of advertising, display or promotion of brands;
• Savings, which consist in the absence of the need for the manufacturer to hire such employees, spend time and money on advertising campaigns.

Direct sales

In this case, the channel is sought by the entrepreneur himself, who tries, during a personal meeting, to persuade the client to buy and to conclude a deal. It is actively used in the field.

Has the following advantages:

• The goal is to obtain a result, i.e. a product or service sold;
• Gives high productivity, because in a personal meeting the chances of achieving positive result much higher.

Disadvantages of the direct sales channel:

• High costs for training and constant retraining of personnel;
• There is a risk that the time spent on a potential buyer will not pay off;
• Finding an individual approach to each customer, which requires time.

Partnership

This channel involves concluding a cooperation agreement between two companies or private entrepreneurs. It aims to share the customer base, increase it and cater to a large segment of the market.

Such a union has advantages:

• Saving the budget of enterprises;
• Quick launch of projects and the possibility of wide coverage.

But with a partnership, there is always a risk of losing profit or part of the clientele if the other party is deceived or unexpectedly withdraws from the project.

Telemarketing

A popular and well-known channel that is actively used by many commercial companies. It does not involve direct sales and meetings with the client. Managers limit themselves to a short telephone conversation, where they voice a proposal and talk about the merits of the product.

Benefits of telemarketing:

• A fairly economical channel that eliminates unproductive trips and loss of time moving around the city;
• Short period before the channel launch.

Of the negative points:

• Minimum opportunities for product presentation;
• A small number of products that can be sold under such conditions.

The so-called “word of mouth” has always been the best channel for attracting new consumers. Many satisfied customers not only return, but also willingly recommend the company or its products to acquaintances and friends, and post reviews on the Internet.

The main advantages of such a channel:

• Big savings on advertising;
• The effectiveness of reviews based on trust among friends.

Disadvantages:

• The need to find an individual approach to each client, which requires professionalism from the staff;
• The duration of promotion of the method, which takes several months or even years.

It would be a mistake not to use all channels to one degree or another. Experienced entrepreneurs skillfully manipulate the strengths of each, achieving good results and sales.

Ways to attract clients

When opening a new enterprise, there is a need to find consumers. At this stage, you should use various methods that will help make the brand or store more recognizable.

Simple and inexpensive ways to disseminate information include:

• Post advertisements in areas with the highest traffic volumes of potential buyers.. This method is designed for consumers who do not have the Internet or older people. Ads should be original and eye-catching.
• Ask acquaintances and friends to spread information about the new company among their circle. This will help not only attract your first customers, but also create a certain positive image from reviews and improve your reputation.
• Distribute leaflets periodically to passers-by on the street. A good marketing move would be to exchange such a leaflet for a discount, bonus card or small gift. It can be passed on to friends or work colleagues, which will only increase the circle of people who know about the company or brand.
• Take advantage different options advertising via the Internet, television or print media. Inexpensive options include colorful billboards, signs or banners.
• Presents for first clients. A small discount on a purchase will not hit the enterprise’s budget, but will attract attention through word of mouth, bring in new guests, and quickly pay for itself in turnover.

It is important for new businesses to create positive first impression. If you immediately choose to focus on a satisfied client, the company will quickly and more confidently consolidate its position in the market.

For businesses that want to increase profits due to a large number of customers, marketers suggest using a wide range of interesting and creative ways:

• The right approach to product demonstration. It is better to involve display specialists (merchandisers) who will help present the products with a “face” and design the display windows in an original way.
• Give customers the opportunity to save. This is a normal desire for most consumers, so a small gift on your first or regular visit will attract attention (an additional bonus service in a beauty salon, a free cocktail for new cafe clients).
• Issue of limited coupons. A good way of advertising and an option to increase sales. With quality service, some visitors with coupons will remain regular consumers.
• Discounts and discount cards for regular customers. This option works well with a cumulative bonus system, stimulating purchases of goods or services in one place.
• Drawing valuable prizes and holding lotteries. The costs will be more than recouped by attracting large number new clients.
• Original design of all signs. They should attract attention, inform about promotions and evoke a positive attitude, and be remembered by random passers-by.
• The highlight of the service. A good example is pampering customers with a cup of coffee and candy with the establishment’s logo on the wrapper.
• Spectacular appearance . In any store or salon that wants to attract customers, attention is paid not only to the presentation of goods or the sign. What matters is an unobtrusive pleasant smell, convenient arrangement of shelves, level of illumination and cleanliness of staff uniforms.

Such methods can be combined and combined in different sequences. Only by constantly reminding about your brand can you achieve an increase in demand and an increase in customer flow.

How to attract clients during a crisis

The latest financial crisis hit the pockets of consumers at all levels. Sales of non-essential goods have dropped noticeably, and many services are not in demand. With the aim of resource economy and the desire to interact more closely with potential buyers, many companies are intensifying their work on the Internet.

In times of crisis, searching for an answer to a question “how to attract new clients?” becomes the main task of all management personnel. Among the latest developments of marketers that will help during a crisis are:

Use of advertising on the Internet

During an economic downturn, banners in print publications become a luxury and do not bring the expected profit (and circulations themselves are reduced). Using contextual or useful articles with links and interesting information will perfectly attract attention to the product.

Development of your own website

You can use it as an excellent economical option. With its help, the main information is presented well, it is easier to describe the positive aspects of a service or product, and stimulate its purchase.

In the age of technology, every company strives. It will bring good results if an experienced specialist handles the filling and promotion. Much attention must be paid to the quality of design, extraordinary presentation of materials, and adaptation of the site to mobile devices.

Increasing active sales

This is a good option for attracting customers, which can increase income if presented correctly. It is better to invite a trained specialist to play the role of call manager. He will try, using various techniques, to persuade someone to conclude an agreement or transaction, and will be able to present the product in the most favorable light.

These can be conducted not only through telephone conversations. A new option is sending emails to clients with offers or auction coupons.

To increase interest in the manufacturer and the company among Internet users, creative and extraordinary methods should be used: holding competitions and drawings for valuable prizes, producing humorous content, and giving subscribers more positive emotions.

How to attract new clients using the Internet

The number of active Internet users is growing rapidly every year. Therefore, you should not ignore such a simple and very effective channel for attracting customers to your business. With the right approach, it can reach a large number of potential consumers living in remote areas.

As we said, every company tries to have its own website. To attract visitors, it must become a real showcase with perfect layout, interesting design and the most convenient feedback.

It can be used as or as a product catalog, conduct surveys about products or organize prize draws.

The best ways to attract customers to your business using the World Wide Web are increasingly showing greater effectiveness than conventional marketing techniques.

The most popular options available to any entrepreneur:

• . It's about "promotion" modern techniques. It is better to attract a marketing specialist who will select high-quality content and help raise the site to the first place in the search engine.
• Managing groups and communities on social networks. Entertainment sites like Odnoklassniki or Vkontakte have long become an excellent trading and advertising platform. Attracting customers with their help is an inexpensive but very effective way. In some cases, the group perfectly replaces the website, giving consumers quick feedback and maximum information about the products. But the result will only come if you regularly fill it with good and meaningful content and maintain activity in the community at a high level.
• . Another way to attract customers on the Internet, which is based on searching for certain phrases or words. He is often resorted to initial stages"promotion". It is quite expensive, so it is better to use the services of professionals to set up contextual advertising.
• . The method of attraction is to distribute letters with a commercial or promotional offer to the email addresses of potential clients. This is enough effective channel, requiring certain skills. Therefore, it is better to entrust email campaigns to an experienced specialist who knows how to prevent these advertising emails from ending up in spam.
• Teaser advertising. Adjustable to certain group potential consumers appears in different parts of the monitor. Offers the company's services to people most interested in it.
• . New way is gaining momentum and allows you to attract customers with interesting reviews and testimonials in video format. You can use hidden advertising by inviting famous bloggers or media personalities to “praise” the products for a small fee.

If you have no knowledge in this area, you can contact. On specialized sites you can find specialists who will help you attract clients for a reasonable fee. In times of crisis, it is brand promotion via the Internet that can generate the largest percentage of new consumers with minimal investment.

Mistakes that prevent you from attracting clients

Many businesses spend huge amounts of money on attracting new customers, but complain about low returns and lack of the desired result.

By studying the principles of their operation and maintenance, you can identify several typical errors:

• There is no clear portrait of the consumer of goods or services. A successful company always collects and analyzes information about customers. This helps create advertisements and promotions targeted at a specific niche.
• The staff is not familiar with new customer optimization techniques and does not participate in special trainings.. Interesting programs in the form of webinars are often demonstrated on the Internet, and experienced psychologists can help organize training.
• A small number of methods are used. Management must skillfully manipulate any available methods to attract new customers. You can simultaneously combine active advertising on the Internet and hand out flyers to passers-by, hold prize draws in the store and post videos on your own channel.
• There is no specific selling proposition that will make the brand and products stand out from other competitors. It should explain all the benefits of the product, the features of the manufacturer and the benefits for the buyer.
• Managers do not master cold calling techniques and do not know how to provide information as profitably and completely as possible.