Ako podnikať online (ako nájsť zákazníkov) – Časť 2.
V článku “Ako podnikať online (digitálna agentúra) – Časť 1.” som písal o tom, aké online služby by ste mohli poskytovať. Táto druhá, naväzujúca časť sa snaží poskytnúť odpoveď na otázku ako nájsť zákazníkov pre poskytované služby.
Ako získavať klientov?
Ako nájsť zákazníkov pre vaše služby? Pre mnohých ľudí je samotné poskytovanie služby oveľa príjemnejšie ako jej predaj. To je normálne. Veľa ľudí vyložene neznáša, ak majú buď seba alebo svoj biznis propagovať.
Rozumiem tomu, avšak treba si uvedomiť že to sú spojené nádoby. Nestačí len vytvoriť produkt alebo službu. Nevyhnutné je aj dať o tom vedieť, že takéto niečo existuje. Je totiž len málo podnikateľov, ktorí by nemuseli propagovať to, čo robia a že od začiatku za nimi začali chodiť zákazníci sami. Nevravím, že takýto scenár je nemožný, je však veľmi neobvyklý.
Dôležité je ešte zdôrazniť, že nikdy sa nemôžete stať dobrým predajcom, ak naozaj neuveríte v to, čo predávate. Pretože, ak veríte v to, čo ponúkate, tak si úprimne myslíte, že by to mal mať snáď každý, keďže mu to uľahčí život. A ak máte v sebe túto vieru, tak sa vám potom aj oveľa ľahšie predáva. Poďme si teda teraz niečo povedať o možnostiach ako by ste mohli svoju službu propagovať.
Spôsobov zviditeľňovania biznisu je veľa. Skúste si uvoľniť vašu vynaliezavosť a prísť na zopár spôsobov oslovenia vašej cieľovej skupiny. Napríklad, americký online podnikateľ Ben Adkins, ktorého firma sa okrem iných aktivít venuje aj poskytovaniu podobných služieb, použil raz takúto stratégiu.
Príbeh s donutmi (The Donuts Story)
Jeho cieľovými zákazníkmi boli chiropraktici v jeho meste, keďže aj on je bývalý chiropraktik. Pomáhal im dostať ich biznis na web a získavať im tak viac zákazníkov z internetu. Pripravil si teda dlhý zoznam biznisov, ktoré by mohli potrebovať jeho služby. Čiže všetkých svojich potencionálnych zákazníkov, aj s adresami ich pracovísk. Vždy v nedeľu večer si nachystal zoznam desiatich z nich, ktoré plánoval na druhý deň navštíviť.
Každý pondelok si vyčlenil dve hodiny na to, aby každý týždeň takto navštívil desať kontaktov z tohoto zoznamu a priniesol im krabicu donutov (neviem, ako sa volajú donuts v slovenčine). Vždy v pondelok teda najprv navštívil lokálny obchod s čerstvými donutmi a nechal v ňom cca 100 USD za desať balíkov. Túto akciu robil v pracovnom čase, takže nečakal, že zakaždým sa mu s vďakou vrhne do náručia samotný majiteľ, ktorý s najväčšou pravdepodobnosťou v tom čase pracoval.
Jednoducho tam prišiel na recepciu, pekne pozdravil, krátko, v troch vetách sa predstavil ako sa volá a povedal, že je marketingový konzultant. Súčasťou tohoto predstavenia bolo to, že im tam nechal krabicu s donutmi a zaželal im dobrú chuť. Každá táto krabica obsahovala aj krátky list s týmto jeho stručným predstavením. Nezabudol sa ešte spýtať na meno recepčnej, ktorej dal tie svoje dobroty do ruky a odišiel. Toto isté zopakoval na zostávajúcich deviatich miestach.
Ako som už spomenul, dôvod prečo zvolil tento spôsob je, že sa chcel odlíšiť a dostať do povedomia. No veď si povedzme, ako vyzerá väčšina návštev klasických obchodníkov, ktorí prídu do kamenných prevádzok? Prídu spýtajú sa na majiteľa, s ktorým sa chcú stretnúť, aby mu mohli porozprávať o svojom fantastickom produkte alebo službe. Chcú teda v prvom rade niečo od neho.
Ben však robil niečo opačné. Taktiež chcel predávať svoju službu, ale ani sa nepýtal na majiteľa, neobsypal tam nikoho žiadnymi letákmi a ani nikomu nič neponúkal. Jediné čo urobil bolo, že im priniesol darček zdarma, niečo, čo je všeobecne chutné a tým pádom to ľudia vnímajú pozitívne.
Z toho, čo sa neskôr dozvedel, tak to končilo častokrát tak, že jeho donuty sa dostali do spoločnej kuchynky, kde sa z nich viacerí zamestnanci ponúkli. Ľudia sa logicky pýtali, kto to priniesol a prečo a postupne sa od recepčnej dozvedeli, že sa tam zastavil istý holohlavý chlapík menom Ben, ktorý sa takto chcel predstaviť, pretože má digitálnu agentúru. Milé. A hlavne iné, než to, čo robia ostatní predajcovia.
Adkins vedel čo robí. Ak by to aj náhodou nezjedli, tak tam zostane určitý sentiment z takejto pozornosti. A to je vlastne to, čo potrebuje. Samozrejme tento príbeh ešte takto nekončil. Jeho ďalší postup bol taký, že na druhý deň si vyhľadal každý z týchto navštívených biznisov na Facebooku alebo na webe a napísal im takúto správu: „Dobrý deň, volám sa Ben a som ten chlapík, ktorý sa včera u vás zastavil a priniesol vám donuty. Hovoril som s (meno, osoby, ktoré si zapamätal keď jej odovzdával krabicu). Rád by som vás poprosil o 10 minút na krátke stretnutie s p. (majiteľ biznisu), na ktorom by som mu alebo jej povedal, čo by som pre vás mohol urobiť, aby som pomohol vášmu biznisu. Dajte mi prosím vedieť, kedy by to bolo možné.“ To je všetko.
Je jasné, že niektoré biznisy mu neodpovedali, pretože ich aktivita na Facebooku bola veľmi slabá a nestarali sa o svoju stránku. Ak teda od nich nedostal odpoveď na Facebooku, tak počkal tri alebo štyri dni a potom zdvihol telefón, zavolal a povedal presne to isté, čo napísal v tej správe.
Dôvod prečo to tak Ben Adkins robil bol ten, že percento stretnutí, ktoré sa mu podarilo dohodnúť a aj sa reálne uskutočnili bolo oveľa väčšie, než ako by tomu bolo, ak by postupoval klasickým spôsobom. Áno, stojí ho to nejaké peniaze, pretože musí kúpiť donuts a tiež zaplatí aj svojím časom. Avšak výsledok bol ten, že sa mu jednoducho podarilo dohodnúť viac meetingov. A bolo to preto, lebo na začiatku týchto obchodných vzťahov urobil najprv niečo, čo je milé. Urobil niečo, čo neurobí veľká väčšina iných predajcov.
Kontakty, ktoré týmto spôsobom oslovil budú mať jemný pocit, že mu niečo dlžia a aspoň tých jeho neskôr požadovaných desať minút by to mohlo vykompenzovať. Dostiahol teda vysoké percento meetingov a z nich aj vysoké percento uzavretých biznisov. Ponúkal také služby, ktorým ľudia hneď porozumeli prečo ich potrebujú. Vôbec nemuseli pri nich dlho váhať, pretože ich ponúkal aj za lepšie ceny, než to robili iní.
Live vysielanie na Facebooku
Ďalšou stratégiou, ktorou by ste si mohli pritiahnuť návštevnosť na váš web je pravidelné live vysielanie na Facebooku. Live videá sú najviac ceneným druhom obsahu na tejto sociálnej sieti. Algoritmus Facebooku ich tlačí do popredia.
Môžete sa zamyslieť, čo by boli zaujímavé témy pre vašu cieľovú skupinu. A práve na ne by ste v pravidelných časoch robili živé vysielania. Začínali by tak, že poviete komu je video určené a čo mu daná téma prinesie. A začnete vysvetľovať. Video by nemalo byť príliš dlhé, môže mať 10 – 20 minút.
Nenechajte sa odradiť, ak by náhodou živé vysielanie pozeralo málo ľudí. To vôbec nevadí, pretože Facebook posiela notifikácie, takže veľa z nich si ho pozrie neskôr. A okrem toho si môžete nejaký rozpočet vyčleniť na platenú propagáciu týchto vašich live videí. Ak ich natočíte päť, tak môžete zainzerovať na vašu cieľovku všetkých päť. Uvidíte, na ktoré z nich ľudia najviac reagujú. Neskôr stopnete tie, ktoré zaujali najmenej a do toho najzaujímavejšieho investujete ešte viac peňazí podľa svojich možností.
Postupne vám začnú prichádzať správy s doplňujúcimi otázkami k téme od ľudí, ktorých vaše vysielanie oslovilo. Budú sa pýtať, ako by ste urobili to alebo ono. Ak sa bude dať odpovedať stručne, tak im odpoviete. Ak by si vaše vysvetlenie malo vyžadovať viac času, tak sa môžete s nimi dohodnúť na tom, že by ste im zavolali alebo urobili webinár, kde by ste im to vysvetlili. Ten by bol zasa verejný, aby ho mohlo vidieť viac ľudí. Určitá časť tých, s ktorými sa takto skontaktujete budú chcieť, aby ste tú službu robili pre nich.
A to je vlastne základ tejto stratégie. V predchádzajúcom príklade s donutmi se sa mohli skontaktovať s desiatimi ľuďmi týždenne. Bol to však osobný kontakt, ktorý je účinnejší. Pri tejto stratégii sa môžete skontaktovať s desiatkami alebo stovkami ľudí, ku ktorým sa vaše video dostane. Vo videu vždy vyzvete ľudí, aby sa pýtali v komentároch, čo opäť zvyšuje jeho dosah. A potrebujete mať dobre vytvorenú stránku na Facebooku z ktorej inzerujete, aby sa mohli ľudia, ktorých zaujmete dostať ľahko na váš web.
Ďalšie spôsoby ako nájsť zákazníkov
Spôsobov, akými sa môžete snažiť získavať návštevnosť na váš web a propagovať tak vaše služby je veľa. Môžete chodiť na konferencie alebo semináre a naživo sa spoznávať s ľuďmi. Môžete osloviť na spoluprácu influencerov, ktorí majú dosah na publikum, ktoré by ste radi oslovili. Môžete využívať platenú inzerciu. Môžete sa stať členom obchodnej komory alebo iných lokálnych biznis klubov, kde sa budete stretávať s ľuďmi pôsobiacimi vo vašej oblasti. Spôsobov je naozaj veľa.
Keď som spomínal tú stratégiu s darovaním donutov, tak jej výsledok mal byť čo najviac dohodnutých stretnutí s majiteľmi biznisov, na ktorých by ste im vedeli viac povedať o tom, ako by ste im vedeli pomôcť.
Pre mnohých ľudí ponúkajúcich služby je stretnutie, na ktorom by mali niečo ponúkať druhej strane, vcelku nepríjemná predstava. Hlavne v začiatkoch, keď sa svoj biznis snažia rozbiehať. Hneď sa im totiž vybaví predstava spoteného a dotieravého predajcu opisujúceho výhody nejakého bezvýznamného produktu. Táto situácia je však iná. Vy sa nesnažíte o stretnutie u niekoho, pre koho by ste najprv nespravili niečo užitočné. Predstavili ste sa predsa dosť originálnym spôsobom, tým, že ste im niečo darovali.
Čo hovoriť na stretnutí?
Čo je vlastne to najdôležitejšie, čo by ste mali na takomto stretnutí hovoriť? Zásada je, aby na tomto prvom stretnutí hovoril predovšetkým ten druhý a nie vy. Je veľkou chybou, ktorú robí dosť predajcov, že prídu na prvý meeting a na potenciálneho zákazníka vychrlia tony informácií bez toho, že by si vypočuli jeho, čo vlasne potrebuje.
Najprv by ste si mali vypočuť čo by chcel váš klient dosiahnuť, čo by potreboval a potom budete vedieť ako konkrétne by ste mu vedeli pomôcť. Alebo možno zistíte aj to, že by potreboval niečo iné, než vy viete ponúknuť.
Tak ako ste sľúbili vo vašej správe, keď ste majiteľa tohto biznisu kontaktovali, vaše stretnutie by nemalo trvať viac než 15 minút. Snažte sa ten čas dodržať. Ak sa náhodou stretnutie predĺži, že váš klient bude ochotný viac rozprávať a vám to dovoľuje váš časový plán, tak to je samozrejme len dobre.
Vopred máte pripravené otázky, ktoré sa chcete pýtať. Toto je meeting s premyslenou štruktúrou, improvizovať sa nechystajte, pretože sa potrebujete dozvedieť to, čo potrebujete a v pomerne krátkom čase. A otázky tohto typu by vám v tom mali pomôcť:
- Ako momentálne získavate nových zákazníkov? Potrebujete zistiť ako fungujú v súčasnosti, aké metódy získavania zákazníkov používajú, čo všetko skúsili a nezafungovalo im. Vďaka tomu im budete môcť navrhnúť lepšie riešenia.
- Ako veľmi ste momentálne zaneprázdnený? Snažíte sa zistiť, či sú s momentálnou situáciou spokojní a vyhovuje im alebo majú málo zákazníkov a chceli by mať viac? Či to môžu byť zákazníci aj z iných oblastí alebo iba lokálni, atď…
- Ak by ste si mohli vybrať, ako veľmi by chceli byť ako majiteľ biznisu vyťažený v budúcnosti? K tomuto jeho želanému stavu by potom malo smerovať vaše navrhované riešenie.
- Ako rýchlo by ste sa chceli prepracovať do toho želaného stavu? Tu tiež potrebujete zistiť ich očakávania. Pri odpovedi na túto otázku si môže majiteľ biznisu uvedomiť, že možno by tu potreboval pomôcť.
- Čo vám bráni v tom, že ste sa zatiaľ nedostali tam kam by chceli?
- Ak si predstavíte posun v čase o dvanásť mesiacov, čo by sa muselo stať, aby ste boli spokojný s progresom vášho biznisu? Častokrát sa stáva to, že spomenú sami, že by potrebovali presne to, čo vy ponúkate.
- Uvítali by ste nejakú pomoc v niektorej zo spomenutých oblastí? Akonáhle odpovedia áno, tak v tom môžete začať hovoriť vy, čo by ste im z toho, čo ponúkate vedeli poskytnúť. Ktorá zo všetkých vami poskytovaných služieb by bola tá najdôležitejšia, ktorá by sa im mohla zísť? Povedzte im prečo práve tá. Tým, že začnete hovoriť dôvod, tak sa opäť vrátite k niektorým ich dôvodom, o ktorých hovorili oni sami pred chvíľou.
Cieľom týchto otázok je aj zistiť, či by ste si s pánom šéfom alebo šéfkou sadli. Je dôležité to vedieť, pretože určite to nie je tak, že by ste mali brať každého zákazníka.
Po prejdení si týchto otázok by mali mať aj oni pocit, že by ste im mohli pomôcť. Ak prejavia záujem o spoluprácu s vami, dosiahli ste úspech. Ak vám odpovedia “Nie” namiesto “Áno”, tak to znamená, že sa im to podľa nich nehodí teraz. Ak majiteľ biznisu povie „Nie“, tak to považujete za normálne, berte to tak, že zatiaľ nie je pripravený na vašu službu.
Určite sa nesnažte spáliť mosty. Normálne s pokojom a poďakovaním sa rozlúčte a odíďte. Častokrát sa totiž stáva, že za týždeň vám môže zavolať, že si to rozmyslel a súhlasí. Vždy teda treba nechať takýto meeting otvorený do budúcnosti.
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