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There was a time when I would go to work and stress out about not having enough clients. Now?
I have too many!
So many in fact, I can’t fit them all in, and I’m constantly having to farm them out to my colleagues and students.
In this post, I want to show you one of the “Key Client Attractors” that brings me a constant stream of new clients…
In my business, I specialize in lash extensions. It’s a narrow, deep and rich niche market (remember me talking in earlier blogs about the value of niche markets?).
I get a big proportion of my new clients from referrals, just like most salons & spas. That’s the way the beauty industry works, so I’m sure you get a lot of referrals too.
Word of mouth is the most powerful form of marketing you can have.
But it’s not ALL you need. In fact, there’s one form of marketing that’s my silent, unpaid sales person.
And of all the client inquiries and bookings I get each and every week, fully 20% of them come from this unpaid sales person!
She works 24 hours a day, 7 days a week, 365 days a year, never gets sick, never takes vacations, never complains, has hair or doctor’s appointments, never gets emotional, and she doesn’t even have to come to my office.
Okay, she’s not great at conversation, doesn’t have much of a personality, to be honest. But hey, I don’t care, she sends me more clients than I can handle, and that’s fine by me:-)
But she’s brilliant at fighting off almost all of my competitors, and
She looks like this:
She’s my “Google My Business” website.
I work in a city of more than 2 million people. There are countless beauty businesses competing for lash extension clients all over the city.
If you Google “lash extensions Perth” you’ll find at least three pages of listings. But my business…even though I’m miles out of the city…is in the coveted “Big Three” position right at the top of the search results.
Why does that matter?
Well, my techie team tell me that those top three listings get 91% of all the phone calls and website visits generated by that search.
Which means that all my competitors – dozens and dozens of them – are sharing the remaining 9% of business between themselves. That’s pretty slim pickings!
Just last month alone, more than 180 people finding my Unattractive But Efficient Sales Assistant clicked through to my website.
Add those inquiries and calls to all my referral business and client re-bookings, is there any wonder I’m so flat out I have to offload a heap of business to other lash specialists?
How to Check Your Ugly Sales Assistant
Want to know how to find out where your ugly sales assistant is hiding?
Here’s what to do:
1) Open an “Incognito” window in Google Chrome (shift+control+N in Windows, Comand+Control+N on a Mac)
2) Search for a product or service that you sell, eg “hair stylist + your town”
3) If you’re in the Top Three, great.
4) If you’re not, your Ugly Sales Assistant probably needs a good talking to:-)
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