High-growth companies exert a certain force of attraction on their target clientele. They’re attractive and their appeal is not mere coincidence. These organizations position themselves in their respective markets so that their potential customers come to them when they’re ready to buy. It’s much easier to sell to a customer who finds you than to sell to one who you found. However, it’s much more difficult to be attractive than it is to be aggressive.
Take a few minutes and analyze your force of attraction. Do you always need to solicit to get new customers or do they come to you to do business? When you’re in a sales cycle, do you feel obligated to always push to make the sale or does the customer push you to arrive at an agreement? Your answers to these questions will help you better understand where you score on your CAI (Customer Attraction Index). The higher your CAI, the faster, more profitable and more sustainable your growth will be.
In today’s business world, most companies and salespeople have not learned how to be attractive and are more likely to be aggressive.
In order to gradually leave this aggressive approach behind and increase your CAI, you should create a scarcity effect; in other words, figure out what makes your offer unique. You should be able to say why the customer should buy from you and dare to determine what your UMI (Unique Market Identification) is, then develop it.
Another important factor that will greatly help increase your CAI is how you communicate with your customers, both verbally and in writing, and here’s why.