So people have said they luv your work and they know a lot of folks who would luv it also but your studio doors aren’t coming unhinged by hoards of adoring fans from “what’s her name”. What’s that all about? “What’s her name” said she was going to send her neighbor your way but that was last year and nobody showed up saying “what’s her name” sent them.
You have now arrived at your goal of gathering raving fans, buyers all gaga over your work and leave happy as clams after they bought something from you. The truth is times are tough now and you need more raving fans. That ’s what this level is all about basically, getting and keeping raving fans. But you know what? Not all of those folks dancing away with your stuff are really going to remember saying “I’ve gotta tell my neighbor to get over here”. That’s the part no one tells you, because the sales process really doesn’t stop here, this stage is all about helping those folks bring some more folks like them who will being more and more.
Everything you have done so far not only counts, but also is what got you to this point in the first place, so you can use it to help your buyers help you.
If we go back to the studio doors not coming unhinged, there are some key things you need to look at to determine why and to help you make sure those doors do come unhinged. You set yourself up by getting your Who & What down pat ( at least for now) so that when you do see that special potential raving fan buyer, you can recognize her and you know what you need to do to court her on the way to this point. So here are some key things help you:
1. But they said they would they would send some of their kindred spirits my way.
Well take it easy, take a deep breath before you get all panicy. Here’s the deal… Life happens, people today have a lot on their plate we all have places to go and things to do and the list just keeps getting longer by the day, so cut them some slack.
Besides just life happening these days they may also be a little dazed and confused, see you might not be making it very clear as to the who, what, where and how to send their neighbors your way. The whole process is clear as mud to them so they throw up their hands and give up or…
They don’t know you as well as you think and your customer courtship process was not really all that clear so they feel just a little reluctant to send their BFF (best friend foreverrr) your way. What if you bombard that BFF with e-mails, pitches and all the other yuk things that she thinks you might do? If that happens her BFF won’t be so BFF and her BFF is more important to her than you.
2. But I gave her your name and info…
Ok…let’s turn things upside down and look at it from the BFF’s point of view, because it’s pretty much the same as your fan’s. The full plate syndrome still applies here so that BFF may just never get around to showing up.
Then there’s the totally confused state of figuring out whether she (the BFF) really will like your stuff, and she doesn’t have a chance of finding out, because her friend (your fan) didn’t have anything to give her to help her find you. Your fan had no cards, no brochure, nothing to help remember you and she wasn’t asked for her info either…so her BFF is left to hope she’ll run across you sometime somewhere and we know how likely that is….right?
Finally there’s the same scary part of what you might do if she decides to hunt you down and actually buy something. She really only wants to buy one thing right now if at all until she sees if you are going to stalk her like that car sales person did…you never know! So what to do????? When in doubt don’t panic just….
3. Go back to your W&W
Needless to say, if you have done all the work needed in the earlier levels you’d be sitting pretty good right now. You’ll have a really good picture in your mind as to who that perfect raving fan is and what makes them tick. You’ll also know what you have that can not only make their lives better and easier but you’ll also have a really, really good idea as to what it is about your stuff that can help them live happy as clams.
If you haven’t done this or only done it partly, spend some time here its important and it will help keep you from changing your address to a card board box…yes its that important!!
4. Keep fillin’ the holes
Well…sorta. Not all of your raving fans are going to be interested in raving about you for the reasons mentioned above and many more. The good news is, those who do hang on, are doing so because they really, really like you and your stuff so much they want to be your missionaries. Oh…there is a catch, some of those wanna be missionaries may not have ever bought anything from you, they may have seen it, or heard about it from one of their friends and they just knew and your challenge is to find them!!!
After everything shakes out you’ll have a bunch of tightly knit raving fans who own and know how your stuff makes their lives run oh so smoothly. But they aren’t enough… you’ll need to go back and take a look at that group of folks you think might go nuts over your stuff (your target market) and look again at where theyhang out and who they hang out with, along with what they do and the problems they might have. Then, you need to start letting these folks know you’ve got stuff that will make their lives better than they ever imagined…you need to keep filling the holes so you can make up for those folks who luv your stuff but may only buy something once a decade.
6. Focus and sharpen
Remember earlier, when we talked about confusion and uncertainty and systems and processes that weren’t exactly clear? Well now is when you get to make the necessary adjustments, so those folks you’ve been losing stop falling through the cracks. Again, if you have really dialed in your Who and What, this stage will be a lot easier, because you freed “what’s her name” to tell her BFF all about you without worrying about you being a jerk or forgetting who exactly you were and what exactly you did that she luved so much. See, “what’s her name” knows how you work, and she knew all along the way what the next step was, that is after all why she is now your missionary. She also is on your list and gets regular e-mails, which seem like you are talking directly to her. She also has the cool card you gave her, that had all your info on it and purty pitchure of your stuff.
Wait a minute, remember, you’ll need to keep developing new fans if you want to keep making your stuff. So you need to make sure that the path you took “what’s her name” along is out there for all those other potential fans to see. So go ahead and describe it on your web site, put it on a brochure, turn it into a tag line and put it on you biz card, and talk to the folks hovering over your work, about it. Also, as you are bring folks along keep them informed as to what to expect. Focusing should include:
- Describing how you work with customers,
- How they can find you
- The steps they will experience along the way to buying your stuff.
Now, its not necessary to give everyone a step by step, blow by blow description of what and how they just want to know you won’t be a jerk.
7. Make it easypeasy
If you want to keep making your stuff and not have to move into your parent’s basement, your potential fans need to know how important it is to you that they tell their neighbors, friends, and family just how great your stuff is. And they have to know HOW to tell them to. There are a couple of very important things to keep in mind when doing this:
- Don’t spring it on them 2 years after they bought something and well before you learned all this important stuff. They just might not like that… since you never mentioned it before.
- Set up a good and easy system to help them help you. Think of it as a guide to helping them see through your eyes, so they can very easily recognize your perfect buyers. Make this “guide” reflect you, so if you’re really creative dream up a format that they will really enjoy and maybe give to folks they think would like your stuff. Above all…don’t be dull and boring! Include the guide in your newsletter, put it on your web site, include it with all your sales, most importantly make it easy to use and make your perfect buyer profile really, really, really clear. Eliminate all the worry and confusion that would be there without it.
8. Knock their socks off
Most people have learned to have very low expectations of most businesses since the ’50s, when everything was made smooth and efficient and impersonal. And most businesses live up to those expectations. So besides all the other stuff suggested one of the best and easiest ways to get raving fans is to impress the $#@* out of them with your thoughtfulness. We’re not talking about giving the farm away here, just the little things that show you appreciate them. So you can knock their socks off by:
- Sending them a hand written thank you card
- Remembering their birthday ( you’ll obviously have to ask them first);
- Featuring them in one of your newsletter or blog posts;
- Holding their hand as you guide them along the path to buying your stuff;
- Remembering that they are there and they want to know you care about them, keep up with you;
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