The internet is always changing and as we progress technologically, the way people find your business is going to change. The one thing you can be certain of is that more and more people are going to be using technology to find your business, but that does not mean more and more people will necessarily find your business just because you have an online presence. No, you’ve got to roll with the times too.
The good news is you don’t have to be technically savvy to understand what the how people are going to select your business out of your local market over your competitors. No, all you need is to do is to look at how people are finding businesses now and what direction they are pointing.
Let’s make this real simple. The first thing to know is that the internet (Google in particular) has replaced the yellow pages. No longer do people pick up that big book and flip through thousands of pages to get to your listing. Now they just go on their phone, tablet, laptop, or computer. That’s it. So, you need to be found there first, and then you need to be able to stick out enough so that people will choose you.
I’m not talking about being different I’m talking about the age old way people choose most businesses…trust. Word of mouth is always the best and reviews are second best. If you look at the trend of what is happening you will realize that most people are more likely to read reviews about a company first before they select them. This replaces the trust of word of mouth. If a lot of people review you favorably then they are more likely to use your service or products.
The second thing is Simplicity. How easy is it to contact you and/or hire your company. The simpler the better. As people get busier and busier, they have less and less time. Make it simple and they will come. Make your systems, your website, and your overall experience from beginning to end as simple and pain-free as possible and you will win over the majority of the customers in your marketplace.
The third thing is Knowledge and Authority. I know that’s two things but they hand in hand. The drawback of making things simple is that most people distrust things that are too easy. This is human nature. We’ve all heard the saying that you get what you pay for. Well, that’s part of it, but that doesn’t mean we can’t be competitive with our prices. Price is still a big consideration but Knowledge and Authority trumps price. If you educate your customer either through the pre-sale, your service, your product, or through your follow-up communications, you must educate your client so that they walk away feeling that they have gained more knowledge through hiring you. Even if that knowledge is that knowledge that you know what you are talking about and that you are an authority in your area.
Delivering the right knowledge and establishing that you are an authority in your particular niche will stave off any buyers remorse and if done correctly will bring you more business through word of mouth. People love to show off their knowledge about a subject and/or love to brag about a deal they got or an expert that they have done business with. It’s a form of bragging and security at its deepest level. Even when you are giving someone good solid advice that they need to hear or give them the name of someone you know that can help them, you are doing it from a place of deep-seeded need for security and acknowledgement. I know, not you right? Well think about it. How does it make you feel to help someone. Great right. Well how does it make you feel to have someone come to YOU for answers AND then you ALSO help them with the knowledge and/or resources you share? Even better isn’t it.
Take these things to heart and look for ways to implement them into your business and you will be ahead of the curve. Find a way to make it simple and easy for your customers to give you reviews. Find ways to make the delivery of your product and services simple, easy, and smooth. Then, find ways to educate and pass your knowledge on to your customers about your particular area of expertise. Be an authority on your company, your product, your niche, your local market and you will see great returns in your business.
Learn, Implement, and Grow. Good luck.