They’re Just Not That Into You

These days, we hang onto the clients and customers we have with both hands – and for dear life. We thank them profusely and frequently, because we know that in this competitive business climate, we have to fight to retain every customer, and we feel fortunate that he or she has chosen us over others in our field.

But what about those elusive customers – those who browse, who ask questions and request materials, but, up until this point, haven’t bought or cinched a deal? How are you fighting for them? Do you know anything about them?

Although many small businesses don’t have the marketing dollars to partner with companies who can provide networks of data that include the demographics, locations, predictive buying behaviors and risk-assessment factors, there are some general characteristics you can and should know about potential customers. Here are 10 of them.

• They know more than you think. They know their business – sales forecasts, industry trends and their boss's expectations. External and internal pressures may play a big part in their need for your services.

• They expect you to know more than they do. They hire you because of your expertise – in your business. So do everything you can to stay on top of your industry. Set up a Google Alerts or RSS newsfeeds for company names and key industry terms, if you need to.

• They check prices. That means you should know what competitors are charging for similar services. Remember, you don't always have to be the lowest bidder, and with the huge jump in paper prices recently, it may be that you aren't charging enough, so you need to be upfront with potential customers.

• They believe service matters as much as price. Go the extra mile: Include helpful details on invoices, send reminders before policies or accounts are due for renewal and offer extras on services that cost you nothing, like generating a few extra copies of high-resolution graphics or packaging presentations on a USB flash drive.

• They don't owe you any loyalty, but they expect it from you. In other words, if you’re looking to do freelance design work for Subaru, don't show up in a Toyota.

• They want you to watch their back. If you know that one of your potential client’s new campaign ideas has been done – and done – tell them. They’ll appreciate the heads-up, which will save them time and money and boosts their confidence in you.

• The want convenience. If you want them to sign up for your e-newsletter, make sure the mailing list form is easy to find and easy to read.

• They expect you to keep them informed. People want to know what's going on. Don't let your potential clients hear about your firm’s updates on Facebook. They’ll feel more valuable and in the loop if you reach out personally.

• They don't want you to waste their time. Long voicemail messages are rarely listened to in their entirety.

• They expect you to come to them. Good things may come to those who wait, but asking is the best way to receive when it comes to business. So if a potential customer inquires, make sure you follow-up. You’ll be surprised by how just a gentle reminder may be all he or she needs.  (For more on how to solicit business, without looking desperate, read this issue’s entrepreneurs story.)