Wouldn’t it be fabulous if all we had to do was decide that we were going into business, hang up our shingle, open the doors, and the customers would come pouring into our business waving dollar bills? Of course, that is not how things happen and it takes plenty of effort on our parts to attract and keep those valuable customers. I cannot help but think there is a bit of artistry to pursuing and persuading customers—no matter what the field or industry.
Where the artistry comes in is that while we are trying to get those bodies into our businesses, they are not particularly interested in coming along willingly. We are competing for their attention, their loyalty, and, yes, their money and unless they are close family members or friends—most prospective customers and clients don’t really have any “good” reason for pledging their loyalty to us. As business people, we find ways to pursuit them—through marketing, special events, conversations, networking, etc. We have to go out into the world and find the pockets of potential customers and then it is up to us to woo them through the doors.
Getting them here is only half the battle. Just because we get them through the doors does not mean they are going to open up their wallets (or keep them open). That is where the persuasion comes in. I don’t know why, but I’ve always preferred the word “persuade” to “sell”—it sounds more civilized and less “used-car salesman” to me. Persuasion implies more gentleness and a continuously building relationship (which would benefit the business in terms of repeat customers and loyalty) with more give and take—not the slam dunk into getting out the checkbook.
Trying to figure out how to build your home-based business? Focus on the “P’s”—pursuit and persuasion, and you’ll know that you’re focusing on building a customer base and that is healthy effort for your business.
Also: Sometimes, Flattery Works
You Don’t Have to Like Them to do Business With Them, Or do You?