Why aren’t you attracting the right customers?
How many times have you had potential customers knocking on your door with unadjusted projects for your production line? What about the countless unproductive meetings with potential clients? And hours wasted? Find out why you’re not attracting the right customers.
We know that time is scarce and these issues – that you normally treat as part of the job – should not be happening. The only customers that should be knocking at your door should be adjusted to your company profile, not others, as time is precious.
If you’re not attracting the right customers, maybe that’s because you’re not sending them the right message.
How to know? Ask yourself:
- Look at your business card: when was it done? Does it look like a professional card to you? Is that the kind of card you’d like to receive from a customer, for example? Are you proud of your business card?
- Does your website clearly explain what your company does? Do you see yourself in its values and mission? Ask someone you don’t know what is it that your company makes just by reading the text that is on the website.
- Does the logo reflect your business? Do you see yourself in it? And what about your employees, what do they feel about it? Is your logo new and fresh or a little too old-fashioned?
If you are not attracting the right customers, remember that your image may be related to this situation.
There is, indeed, a price to pay for a bad image. We don’t want to judge a book by its cover, but it’s inevitable. It’s the way our brain has to assimilate everything we experience in a small, easy-to-find drawer. The way we show ourselves to the world has, certainly, an impact that may or may not correspond to what we intend to convey.
A bad image has considerable consequences when it comes to a company. The image is the first contact we have with a brand, either through the website (or the lack of it), the business card, a brochure, an advertising campaign or simply through the logo itself.
But what is a bad image?
Generally, we designate “bad” an image that does not correspond to the brand or company profile.
A more popular image, for example, may be “good” or “big” depending on the public and the product or service that is offered. A butcher, for example, will probably have a simple poster with flashy letters advertising their products. Why? Because his goal is simple, as well as the target audience, so the image will be as popular and simple as possible. If, on the other hand, we are talking about other business types, for example, a watch brand, maybe the image will be more complex, robust and elaborate. That is because its target audience, as well as the product itself, demand another kind of communication, not so simple as before.
Images that don’t inspire confidence can also be considered bad images.
If you have fruitless meetings with people who come to your company consecutively looking for a product or service that you don’t sell, then you are not getting the message across correctly. what your image says doesn’t match what the company does.
In fact, if we have no other reference, the image is, in fact, the only element that tells us what kind of brand it is, what it does and how it is done. We judge (perhaps unfairly) only by its aspect: there is a set of sensations and preconceptions that make us trust (or not) an entity, all through the visual.
Good image vs. bad image
A sloppy and uninteresting image conveys just that: a sloppy, uninteresting and unprofessional brand. On the other hand, a professional image and careful language convey precisely that same about the company.
An appropriate image, besides transmitting confidence to the audience, is an important factor to attract customers.
Why is an image so important?
Notice that, if the image looks great but the quality of the products is poor, customer expectations are defrauded. In addition to this, the company will be attracting unwanted customers, and this has its own consequences:
- Spending time and money on meetings whose clients don’t fit;
- The reputation and credibility of the company will start being questioned.
From the other hand, an adequate image to your profile will give you multiple advantages:
- Attract the right customers;
- Build trust among customers;
- More credibility for the brand;
- Stand out from competitors;
- Easily meet (and exceed) customer expectations.
However, you need to understand is what your business consists, what you want to become, where you want to go, what type of customers you want to attract. In short, think coldly where you are now and where you would like to be.