We’re going to let you in on a little secret about customer acquisition strategy and how you can get your business off the ground and start flying.
Are you launching a new business, producing a spectacular product or service? Great! Do you have the product or service live and ready to go? Wonderful! But there’s one problem… you’ve got no users yet.
Many Customer Relationship Managers (CRMs) go wrong at the start, spending excessive sums of their limited budget with no return. To put it simply, no audience is aware of your offering yet, and it can feel like you’re throwing money into the wind.
As our featherless leader Sonja Ceri says, “It takes the same amount of effort to make a $50 sale as it does to make a $50,000 sale”. When I first heard that, I was a bit puzzled. Surely a lead with a large scale project or service needs more time and effort to convert than a $50 project, right? Wrong.
So what’s the real key to driving your first sale? Coffee.
More specifically, an incentive. Offering an incentive in exchange for a conversation can mean a drink, a meal, or some other small gesture to get the conversation started. You are going to pay for this incentive, so remember to keep the customer acquisition cost (CAC) down! Find yourself a reasonably priced location. Try looking around for special events and deals, then invite your potential new user to join you for an incentivised chat about your product.
This gesture shows your lead that you are genuine and committed by offering them an incentive out of pocket. Even the most well-off people enjoy the idea of receiving something free of cost, so it’s not often that someone will turn down a complimentary outing for a conversation.
Once you’ve had some time for chit-chat and pleasantries, it’s time to get down to business. Whether you are showcasing a product or detailing your available services, now is the time to walk your lead through what you can do for them and prove your value. Be sure to go through the features of your product or service with your lead to ensure they fully understand the concept and why they need you. Try and keep it brief and avoid long-winded speeches that feel like official meetings.
Wrap up
That’s it! You’ve earned your first user for the price of a coffee.
The reason this strategy for customer acquisition is more effective than cold calling and broader marketing tactics is the feeling of personal benefit, making your new user feel special and appreciated. Once you’ve got your first 100 or so users, growth gets easier.
Get in touch with us for help with your Customer Acquisition Strategy.