In today’s market, competition for attention is fierce. Whether you’re a small business or a startup, there are thousands of products vying for your customer’s focus. It’s like walking down the toothpaste aisle—there are endless options, but you’re likely to ignore most of them. So how do you make sure your business stands out?
The answer lies in one key principle: attention isn’t free. Just as your customers have to sift through a sea of options, your business has to find ways to grab their attention amidst the noise. This doesn’t happen by chance—it requires a deliberate, proactive approach.
Take toothpaste, for example. Do you go down the toothpaste aisle at the grocery store and freely give away your time to read the details of every single box and make a rational decision? Absolutely not! That’s now how people are wired. Your startup company or small business has the same problem: You have to get the attention of your customers before they even consider your product or service.
Breakdown the Customer’s Day
You can’t rely on customers to come to you. In a crowded marketplace, you need to go after them. This is where sales comes in. To succeed, you have to reach out and interrupt your customer’s day. This doesn’t mean being intrusive or spammy, but rather, making the first move in establishing a relationship with them. In every relationship, personal or professional, someone must begin the conversation. Why can’t that be you? Have you ever spoken to a stranger at a store or asked for help from someone who wasn’t an employee? When you have a relevant conversation, even when it’s someone you don’t know, it’s not a problem.
By actively engaging with potential customers and getting your business in front of them, you’re creating opportunities for conversations that might otherwise never happen.
Hunt for the Right Conversations
The next step is focusing on the right conversations. It’s not enough to just interrupt—once you have their attention, you need to make it count. Find out what your customers need, listen to their pain points, and offer solutions that are relevant to them.
Sales isn’t just about pushing your product—it’s about creating value and establishing trust. When you approach it this way, you’re not just capturing attention; you’re building relationships that help grow your business over time. When you capture attention as a small business or startup, you need a consultative sales conversation to guide the customer and yourself. Qualify each other to see if there’s a good fit, and then follow through on any commitments to grow your customer base.
Win Customers One at a Time
In a world where attention is scarce and competition is high, small businesses need to take a proactive approach to winning customers. By reaching out, starting the right conversations, and offering value, you’ll stand out in the crowded marketplace and set your business up for growth.
Book Recommendation
Try reading Delivering Happiness: A Path to Profits, Passion and Purpose by Tony Hsieh, the CEO of Zappos. Its an insightful book about how to grow and nurture a company.
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