If what you sell is a considered purchase then your customer will go through a number of steps, over a period of time, before making the decision to buy. The chances are that they will turn to different people for advice at different points in that journey. In this article we’ll consider how networking can support your ideal client’s purchasing decision at each step.
Attention.
How often have you found yourself asking people you know if they can recommend a plumber, or an accountant or a cake maker for instance? Your customers are the same. If they don’t have a current supplier that they are happy with the chances are they will ask their friends for recommendations. They might ask in the bar, at the school gate or on their favourite social media platform.
Your challenge is to be known by the people they ask. Networking can help to ensure that your name is known by more people.
At this stage in the buying journey the people in your network really only need to have you filed in the right box… you fix leaking taps, you produce corporate accounts to meet the requirements of Companies House or you make and decorate cakes for special occasions.
Your audience doesn’t need to know much more detail about what you do or how you compare with the competition…yet.
Tip: Make sure that your elevator pitch clearly spells out what you do and who you do it for. Keep it simple. Don’t be tempted to talk about multiple businesses or services unless people already know you well. You want to be remembered and filed correctly.
Interest
Once people know you exist and may be able to help them then they want to know a bit more detail. At this stage they’ll want to know more about your services, perhaps your specialisms, the areas you work in or the people you work with.
If you meet with the same people on a regular basis then you might be able to introduce further information into your one minute pitch. However the best way to help people to understand you and your business is to arrange one to ones with the people you meet.
You will probably choose to do this with new people but it’s also worth fixing some time for a catch up with people you’ve known for some time. Businesses change, people change, and our memories are fickle so look for ways to keep up to date.
Tip: When you have a one to one make sure that you allow lots of time for questions. That way your contact will have the answers to the questions they are interested in, and they are much more likely to retain the information.
Consideration
So you’ve made it to the short list and your prospect is actively weighing up whether they want to buy from you. You might think that your network is redundant by now but it’s not!
At this stage your prospect might want to know whether you are any good. They will ask people who have worked with you or bought from you about their experiences and how you might be different to a competitor.
It’s at this stage that someone else might get involved in the buying decision. It may be a partner or family member in a consumer purchase. In a business purchase it may be colleagues, the finance director, or a business adviser for instance. These other people might have different buying criteria, may favour another option, or might even think the purchase is unnecessary.
Your biggest problem is that you are unlikely to get to speak to these other decision-makers unless you specifically ask who will be involved and what might help them to make the decision. This is where it helps to be visible and well-known. If you are known by your purchaser and their advisers for being good at what you do you’re most of the way there.
Tip: Network to build relationships with potential buyers but also the people they might turn to for an opinion. Take opportunities to speak to showcase your expertise and qualities, publish articles and make sure that your social media is helpful and stands up to scrutiny. Understand your ideal customer well enough to know who they are likely to consult before buying.
Adoption
So now you’ve made the sale, you no longer need your network; or do you? It’s at this point that buyer’s remorse can set in. Your buyer has taken a risk and made a big commitment to you… it may be financial, time or reputation. They may well be thinking, ‘have I done the right thing?’. Your network maybe able to provide the reassurance they need.
Tip: if it’s appropriate, and with permission, share your new customer with your network and encourage them to congratulate your new client.
Loyalty
The transaction is done. You’ve delivered a great service. You’ve got a new fan. You’ve added another happy customer to your network. Now you need to make sure they remember you and stay up to date with your latest offers so they can recommend you to others.
Stay in touch. Invite your customer to choose how they wish to stay in contact, with any luck they’ll sign up to your newsletter. Perhaps you can support each other on social media. Consider ringing them up to check how they are for time to time or drop them a personal note or email.
Tip: Invite your happy customer to an event that might be useful to them. It might be a networking meeting, a party or a conference, a sporting event or something else. Choose something where the benefit to the customer is obvious, it’s about them not you.
Have you tried us out?
At Fabulous Networking we offer lots of opportunities for you to grow your network and build relationships with people who may become customers or recommenders.
We constantly need speakers and also offer opportunities for you to run short or more substantial learning events. Why not come along to see what we can offer you?
