19/07/2016 13:00 BST | Updated 20/07/2017 06:12 BST

Seven Highly Effective Ways of Winning New Customers

There are countless ways of bringing in new business but, for psychological reasons and because of human nature, some methods are more effective than others. Here are seven approaches that will work for you regardless of the business you are in.

  1. Mutualism. In Nature a symbiotic relationship is where there is a special type of association between two different species. Mutualism is a type of symbiotic relationship where both species benefit. An approach in business which is similar to this is called host-beneficiary marketing. It involves one business - the beneficiary - forming a relationship with another company - the host - which it doesn't directly compete with that already has customers who match its ideal customer profile. The beneficiary gets to promote its offerings as a special offer to the customers of the host.
  2. Radiate serenity. Prospective customers can sense anxiety and have an aversion to it. So even if your business is struggling to win new business, make sure you don't come across as desperate and needy in your dealings with prospects.
  3. Blow your customers away. The best salesperson you will ever have is a delighted current customer. So give over and above what customers are paying for and some of them will win new customers for you by evangelizing about you to their family, friends and work colleagues.
  4. Follow-up, follow-up, follow-up, follow-up and follow-up again. Did you know that 44% of salespeople give up after one follow-up but that 80% of sales require at least 5 follow-ups? One reason for this is that at the time of the first contact, your prospect is probably not ready to buy. At any given time, only 3% of a market are actively buying. 56% are not ready, 40% are poised to begin. So stay in touch and by the time they are ready to buy, you will be right there in their consciousness.
  5. Revere referrals. Regard recommendations that you receive for what they really are which is special gifts. Don't think of a referral as simply a phone number or an email address that you've been given. Someone has put themselves on the line to recommend you so treat the person they have referred to you in a special way. Start by building a relationship with the prospect before ever doing a sales pitch.
  6. Do it on purpose. One of the most attractive qualities a business can possess is a desire to do more than just make money. People are drawn to companies that have a mission which they, as customers, can identify with. People are drawn to companies who are trying to make a difference.
  7. The Laziness Factor. Be aware that the default setting for us humans is to avoid pain and to seek pleasure. What this means when it comes to winning new customers is that if something seems difficult and a lot of effort people have a tendency to take the path of least resistance. So make it as simple, easy and pain-free as possible for prospects to start doing business with you.