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Exclusive: 6 Essential Elements of Getting More Customers – TalkOfNews.com

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6 Essential Elements of Getting More Customers

#Essential #Elements #Customers

Opinions expressed by Entrepreneur contributors are their own.

There’s no one way to get customers. It should be a multi-faceted approach, not only for the near future, but also to create enough inbound traffic so that two years from now, having taken the right actions today, your offerings practically fill themselves up. This is why getting customers needs to be a system. Like cogs in a wheel, there’s an integration, and if one gear is off, you can’t expect the most effective results.

Here are six essential elements that go into getting more customers. The system is the acronym PEOPLE. It is, after all — more people, more customers — that we are striving for.

Related: 3 Easy Ways to Attract More Customers Fast

1. Prospecting

Often, the number one stop-block keeping a business from getting more customers is that they are starting with too small of a number at the top. There are not enough prospects to begin with to convert to customers. This leaves too much pressure to convert the limited number of prospects. What happens when there’s pressure to make a sale? Or worse yet, the customer feels the pressure? They back up, and it becomes a self-defeating cycle.

The solution is to have various active and continuous prospecting systems in place, feeding in prospects all the time. It’s best if these prospecting systems can run like a machine with tasks being delegated until you or a sales representative may need to step in.

With continuous prospecting systems in place, this is where the greatest reward may be down the road a bit. But here’s a forewarning: When do most people stop or ease up on prospecting? When they’re busy. What happens then? When they slow down, there aren’t enough people knocking at the proverbial door. So, the feast-or-famine cycle continues. Systematize your prospecting so that there’s a constant and steady stream of possibilities.

2. Exposure

Again, this is more longer-term thinking, but it’s so important for your future. Exposure comes from the content you are putting out —writing articles, podcasts as host or guest, books, live streams and social media. Rarely are the results immediate, which is what causes many people to give up before rewards are seen. Think of it as building lurkers (people watching you that you have no idea are there). Although it can sometimes feel like you’re shouting into an echo chamber, chances are, there are prospects watching what you’re doing.

These “lurkers” are building a relationship with you. They are finding you as a trusted resource for their needs. If you keep providing value, they will step forward and then begin the journey from onlooker to customer.

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Exposure takes discipline. Keep putting out valuable content. Gain exposure in whatever mediums you can. But don’t attempt to do it all! Strategically put yourself in front of your intended customers as frequently as possible.

3. Open to relationships

We know businesses are built on relationships, right? The suggestion here is to be open to relationships. Sometimes the value in connecting with someone can’t be seen right away. Perhaps in our attempt to protect our time and keep at bay the number of people that want to “pick our brain,” we may not be remaining as open as we might think. If you have all the business you need right now, maybe this is not the most essential element for you. However, it also holds the greatest possibility of a pretty immediate return.

There’s no doubt you’ve had the experience of a random meeting leading to something — a chance meeting or moment of synchronicity. It may have led to immediate business, a great introduction or the building of a relationship. It has also been the story of great romances.

The point is, we don’t always know what’s around the corner and who we might meet. If you remain open to relationships, you increase your willingness to put yourself in situations where a beneficial meeting of the minds, or heart, just might occur.

Even now, quite sometime after the lockdown and pandemic, many people are not as actively interacting with other people. Perhaps they’re not going to networking events or attending professional meetings, leaving themselves less open to relationships than is best for business growth. Create as many opportunities for something good to happen as possible!

Related: 4 Steps to Getting More Clients Right Now

4. Promotional

Promotional efforts will tend to be paid advertising with anticipated shorter-term results. It could be paid ads on social media, email marketing, marketing pieces or any effort where you are expecting a bit more of a direct ROI.

Promotional efforts are a good balance to other efforts and satisfies the desire to take action now and hope for more immediate results. That’s not to say it’s always a short-term strategy. An entire business can be driven by paid and unpaid promotion over a long strategy. The difference is, for promotional effort to be effective, there is typically a need to closely monitor the ROI, whether it’s return on money or time invested. A proactive promotional strategy assures that you’re taking action towards your goals.

5. Lead magnets

The concept of a lead magnet says it all. You are leading a prospect to a deeper relationship by offering something truly magnetic. It’s a point of direct value exchange. You provide value. The potential customers opt-in to a more committed relationship with you, at least in the form of providing an email.

The goal here is clear and intentional. You are leading a prospect closer to you through an exchange of value. It’s like the ask in a sale. If you don’t ask, rarely will you get. If you don’t lead, you’re not offering your expertise. Or as Wayne Gretzky famously said, “You miss 100% of the shots you don’t take.”

The goal of a lead magnet is a direct request, or exchange, to open up the channel of a prospect to becoming a customer. This more direct action is an excellent balance to other actions that are longer-term.

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6. Exceptional

What’s the absolute easiest way to get more customers? Make the ones you have insanely happy by being exceptional. Yes, exceptional.

Anything less than exceptional may not be enough to make your business memorable or to inspire referrals. This also requires a system to maintain your existing customers and to inspire referrals.

To feed this potentially bountiful system of getting customers, I highly recommend carefully tracking and constantly implementing strategies to increase customer loyalty and referrals. It’s often the lowest hanging fruit, and it can reward you with the quickest results.

Related: Want More Customers? Get Quality Referrals From Existing Customers

As a good system should be, this is about a healthy balance. Amongst these six essential elements are efforts that will pay off in the short term and in the long term. Consider these six elements like a checklist or elements of a healthy ecosystem. When each element is taken care of, you create a consistent flow of incoming customers now and in the future.

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Exclusive: FDA Finalizes Rule To Make Hearing Aids Over-the-Counter – TalkOfNews.com

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FDA Finalizes Rule To Make Hearing Aids Over-the-Counter

#FDA #Finalizes #Rule #Hearing #Aids #OvertheCounter

On Tuesday, the FDA finalized a rule that will allow for hearing aids to be sold over-the-counter, theoretically cutting time and money from a multi-step, expensive process.

“Reducing health care costs in America has been a priority of mine since Day One and this rule is expected to help us achieve quality, affordable health care access for millions of Americans in need,” Health and Human Services Secretary Xavier Becerra said in the FDA’s release.

Why are hearing aids so expensive?

To get a hearing aid, you previously had to visit an audiologist to get your hearing evaluated and get them fitted, as well as obtain medical clearance from your doctor, according to Cleveland Clinic.

The actual devices, however, are not usually covered by insurance or Medicare and are sold by Audiologists, who usually charge $2,000 per hearing aid — so $4,000, roughly, for a pair, according to Forbes Health.

“The rule is expected to lower the cost of hearings aids,” the FDA added in its statement. Over-the-counter aids could be available — and thus more accessible for many — in stores by mid-October, it added.

People who are over 18 and who have “perceived mild to moderate hearing loss,” will be able to buy the devices over the counter, per the FDA.

Luis Medina, a pharmacist and owner of Baron II Drug & Surgical, a surgical supply store and pharmacy in Moonachie, New Jersey, told Entrepreneur he hopes to start selling hearing aids in his store because he often recommends them to customers.

Beyond that, he’s just happy his mother-in-law might finally be able to hear him talk — she balked at the initial price of around $2,000 per ear for her aids.

“This weekend was my mother-in-law’s 93rd birthday and all she said was ‘what?’ and ‘huh,’” he said.

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Exclusive: Behind the Brand with On Running’s Olivier Bernhard – TalkOfNews.com

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Behind the Brand with On Running’s Olivier Bernhard

#Brand #Runnings #Olivier #Bernhard

When On Running co-founder Olivier Bernhard was a child, running made him feel whole. He had trouble focusing in school, and says that in today’s society he would have probably been given medication to help him focus. Luckily, his parents saw the energy he needed to expel and put him in a running club. That changed everything. The experience of moving his body and running gave him a sense of belonging and place and eventually he would grow up to be a pro Swiss athlete. 

“I’ve been a runner all my life,” he says. “I would say I’ve had this DNA in me. I started racing when I was 5 or 6 years old, and I enjoyed it. Maybe not so much to climb the podium and claim a medal. It was more the feeling of running, the breathing and heartbeat.” 

Bernhard–a multi-championship Ironman–never intended to be at the helm of a disrupter or challenger brand, nor did he intend to create a running shoe company. The idea sort of found him when he was looking at ways not to create new running products but to create a different kind of running experience and feeling. 

“I always felt there was room not for another running shoe but for a different running feel,” he says. “I had no clue how to build or manufacture a running shoe, but I had this vision or dream that stuck with me [where] I really wanted to bring that different feel to life in a running shoe.”

At the time, Bernhard was sponsored by Nike, and he first approached the company with his idea. Unfortunately, or maybe fortunately, he was rejected and that resulted in his beginning his own project and, later, company. Bernhard admits that had he been in Nike’s position at the time, he might have laughed himself out of the room as well, because the shoe prototype he presented was, in his own words, hideous. 

The first prototype for the On Running sneaker was a Frankenstein of sorts. Bernhard says he glued pieces of a garden hose to a traditional running shoe to create a softer landing and a springboard-like mechanism to push off from while in motion, sort of like shocks on a car. It might have looked a bit slapdash when he put the sample together, but the sensation when using the shoe was exactly what he was looking for. 

Bernhard describes his current career to me as “surfing a dream,” and says he’s always been happy because he’s always done what he loves. Even after Nike said no to him, he was determined to get his idea off the ground. Years of professional athletics had taught him that no often meant not right now, so he stayed the course.

Bernhard presented his concept to two friends, David Allemann and Caspar Coppetti, and while these two men thought the shoe prototype was terrible, they were converts once they ran in it. The three friends formed the company On Holding AG in Zurich in 2010 and quickly developed a somewhat cult-like following among runners. Once people tried the shoes, they were hooked and had no problem paying whatever the price tag to get their hands on a pair. 

Bernhard says that many people warned him not to compete against established juggernaut brands like Nike, Adidas, or New Balance, but he had spent years training in the Swiss Alps and he’s not one to shy away from an uphill battle or discomfort. He says he liked to go to the mountains to test himself and improve, so it’s no wonder that he’d end up in a similar position with a product–pushing it to its limit to see how it could be better. 

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The On Running founders were less worried about competing in their chosen market and more concerned with creating a great product that they themselves would want to buy. By focusing on the product more than the market, they were able to not only find their unique niche in the athletic space, but also create a superior product and find immense revenue success.  

Just starting your own business and having it be successful is a win, but On Running was in motion and things were about to get even bigger. After some time, the guys were approached by tennis legend and fellow Swiss athlete Roger Federer. Federer wasn’t just a fan. He was interested in getting very involved. Was this a Michael Jordan Jumpman moment for On? Maybe. Federer is arguably the G.O.A.T., and collectively the Swiss countrymen had a lot in common in terms of vision and competitive DNA. 

“He kind of knocked on our doors by posting Instagram pictures about going into tournaments wearing our shoes, and what we often do with celebrities like him or actors, we send a care package,” Bernhard says. “He came back and said, ‘Hey, can we go out for dinner in Zurich?’ and of course we didn’t say no! And that’s how we met and talked, and it was nice, but only a week later he said, ‘Hey, could I actually be a partner?’”

Federer came on board and even invested his own money in the brand. Along with the On Running team, Federer started designing a tennis shoe and spent most of his pandemic lockdown working on that. I ask Bernhard if it was a planned trajectory to go from running shoes to tennis shoes, and he says that it sort of just happened. To him, any kind of body movement is good, and it seems that On Running is poised to jump in where the team sees opportunities.

Bernhard tells me that On Running’s mission is to ignite the human spirit through movement and that was put to the test in 2020. Like most active/athletic companies, On emerged from the pandemic well in the black, and its 2021 IPO proved the company is a top-tier competitor in the athletic market.

Noting that Bernhard started his company shortly after the recession, I ask if he has advice for entrepreneurs starting out now during uncertain financial times. He says it’s all about products that are recession-proof. He notes that even during tough financial times, people will invest money in their health, and he’s not wrong. Now more than ever, people want to spend more time outside versus on their sofa and are finding more ways to work out and stay healthy. 

“If things get tough, then you prove if you’re made out of steel or a little plastic piece,” he says. “I loved to compete in [difficult] conditions. Even in 2010, we knew that it was going to be super tough. But we looked at each other as athletes. We said, ‘We want to found the company right now, and if we can survive this, we can take any storm that hits our boat.’”

On has proved that it’s a brand that can weather the test of time. It began in a recession; it thrived during a global pandemic. The founders have shown that their products are the kind that people will invest in even during troubled times. But what troubles Bernhard these days now that he’s been in business for more than a decade? He tells me it’s knowing that his company contributes to waste. Bernard impressed me with his connection to the outdoors and care for the land that has given him so much. Our interview took place a day before his birthday, and I asked him how he was planning to celebrate. He let me know that his kids had planned a beautiful day together hiking in the Alps. No wonder he wants to walk the talk and do his part to help preserve what’s most important.

“I always had a hard time being an athlete and knowing that everything I have on my feet and everything I wear is actually ending up in a landfill,” he says. “And I didn’t think that was going to change. When we founded the company, I was super excited, but I also felt bad because I felt that now I’m playing into that. We are producing more waste.”

Bernhard says that he brought this up to his partners mostly thinking that things would remain the same as they always had, but these days the company is taking seriously its pledge to contribute less to waste and is starting to experiment with recycled materials. Bernhard also tells me that On is experimenting with the concept of a subscription service wherein a consumer can return a pair of shoes when they’ve worn them out and once On gets the pair back, the company will send the customer a new pair and recycle the old pair and put the materials toward new products. He describes this as the products becoming circular, and it’s not a bad idea. 

The market has shown that consumers are comfortable with subscriptions. We pay for streaming services, subscription boxes, even subscribe and save on items on Amazon. Why not on our footwear? On is successful because it is evolving with the times. The founders have watched the world and the market change in the 12 years they’ve been in business, and wherever the trends are heading, they’ll be running right after them.

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“We spend a lot of time in nature, training and moving, and we are very thankful that we can do that,” Bernhard says. “We want to help the planet to make sure that it’s going to stay for generations to come.”

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

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Exclusive: Apple releases iOS, iPadOS, and macOS security fixes for two zero-days under active attack – TalkOfNews.com

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Apple releases iOS, iPadOS, and macOS security fixes for two zero-days under active attack

#Apple #releases #iOS #iPadOS #macOS #security #fixes #zerodays #active #attack

Apple released surprise software updates for iPhones, iPads and Macs on Wednesday that fix two security vulnerabilities known by Apple to be actively exploited by attackers.

The two vulnerabilities were found in WebKit, the browser engine that powers Safari and other apps, and the kernel, essentially the core of the operating system, and affect both iOS and iPadOS, and macOS Monterey.

Apple said that a vulnerable device accessing and “processing maliciously crafted web content may lead to arbitrary code execution.” The two flaws are believed to be related.

Some successful exploits, such as powerful nation-state spyware, use two or more vulnerabilities in conjunction to break through a device’s lawyers of protections. It’s not uncommon for attackers to first target a vulnerability in the device’s browser as a way to break into the wider operating system, granting the attacker wide access to the user’s sensitive data.

Apple said iPhone 6s models and later, iPad Air 2 and later, iPad 5th generation and later, iPad mini 4 and later, and iPod touch (7th generation), and all iPad Pro models are affected.

Apple did not respond to a request for comment.

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