Do you want more new business?
Let’s face it- if you’re not getting new business, you’re at risk. The existing customers could dry up. A recession could hit. Who knows what could happen!
So, if your new business growth is not where you’d like it to be, what’s wrong?
Here are 10 things that could be blocking your organization’s customer growth.
BUSINESS BLOCKER #1: You’re not getting enough attention
If not enough people are giving you money, or buying from you, or inquiring, or coming into your store… do they even know you exist? Do they remember you exist?
You need to get people’s attention, then interest, then desire, and only then will they take action.
How many people’s attention does your business have right now?
- How many ad impressions do you get a month? How many people do you reach?
- How many emails from you do people open?
- How many outbound sales calls does your org make?
- How many leads do you get?
Even more importantly- how much is enough?
A simple rule is that you need to reach 1,000x as many people as you want customers, and you need to get their attention 5x before you can expect anything from them.
BUSINESS BLOCKER #2: You’re not getting enough traffic
Most businesses rely on website, store or phone activity to get new business.
- How much website traffic are you getting per day?
- How many people call a day?
- How many people are visiting your store daily?
You need 100x as much traffic as however many customers you want.
BUSINESS BLOCKER #3: Your website doesn’t convert people to leads or sales
A lot of people have nice looking but ineffective websites. They don’t even know what their website conversion rate is. That’s like driving without knowing how fast you’re going.
And even worse, if you don’t generate enough traffic, you can’t find out if your website is the problem.
BUSINESS BLOCKER #4: Nobody wants what you offer
For newer businesses, if they’ve never sold at volume, they have an unproven product or service.
The first question to answer is- does anybody want this? Will they pay for it?
Then you can answer WHO will pay for it.
And in order to find out if they want it you have to get in front of them or get people to it.
BUSINESS BLOCKER #5: You’re not aggressive enough about promotion
If you build it, and that’s all, they won’t come.
Marketing and sales are about driving attention, interest and desire.
Some people aren’t aggressive enough- they choose only passive strategies like SEO or content creation.
If you’re not doing something outbound like advertising, networking, or outbound SDR, you’re going nowhere fast.
BUSINESS BLOCKER #6: You’re afraid to spend money
You have to spend money to make money. Why do you think all these new businesses want funding? Making money is expensive.
Attention, traffic and leads cost money. You have to spend it.
That can be hardest at the beginning, but even when times are tight, you have to keep investing. Businesses that pull back on promotion when things are down just end up going down even faster.
BUSINESS BLOCKER #7: You don’t have a creative solution
Content marketing is important for a lot of reasons, but it requires creating that content.
Ads and emails are powerful ways to get attention and traffic, but they require creative copywriting.
Ads, websites and landing pages are compelling ways to get new business, but you need to have an eye for graphic art, and an understanding of how creative affects customer psychology.
Creative skills and resources are critical. And they are often missing from many marketing plans and departments.
As a result, organizations show up in the marketplace looking and sounding mediocre, and fail to impress.
BUSINESS BLOCKER #8: You don’t have a scientific mindset
Business used to be a guessing game. But now we have data, especially online.
We get insights and reports that tell us what works and what doesn’t so that we waste less money and get a bigger response from customers.
If you’re not trying a lot of creative, copy, and new ideas, and learning from what the data says about the customer response, you’re stuck in the old paradigm, you won’t be able to be competitive, and eventually you’ll be replaced by newer companies and people.
BUSINESS BLOCKER #9: You don’t put enough time in
Sometimes we don’t have enough resources to do what needs to be done with sales and marketing.
Sometimes things are going well, so we coast.
The most talented people have drive. The best companies have lots of people who have drive. They are internally motivated to keep doing more and getting better everyday.
BUSINESS BLOCKER #10: You’re not continuously learning
The only constant is change.
Even when digital marketing and sales were young 10 years ago, there was a ton to learn in this space. But it doesn’t stop. Things continue to advance and get more complicated.
What worked 10 years ago may not work now- for example, SEO is much, much harder for new companies as a viable traffic source.
And what wasn’t a good idea 10 years ago might be now- for example, so many companies have gone online with lead gen, that fewer people are cold calling, and sometimes it works better than it did in 2000 or 2010.
You and your marketing and sales people must keep learning- must keep getting training, must keep reading, getting mentored, and going to conferences…
But only if you want to get and stay on top.
Brian Carter is a popular business expert and keynote speaker with Fortune 500 clients like NBC, Microsoft and Humana as well as small businesses. He delivers motivational keynotes with practical takeaways with the comedic flair of his stand up comedy background. His agency, The Brian Carter Group, creates marketing that excites customers and increases brand visibility, sales and loyalty. Brian is a bestselling author you’ve probably seen on Bloomberg TV or in Inc, Entrepreneur, The Wall Street Journal or The New York Times. He has over 250,000 online fans and reaches over 3 million people per year.