Getting More Customers
So, you need more customers? What should you do?
Before you jump into ideas mode and devise offers that you hope will have people sharpening elbows in an effort to get in first ask yourself this: “How many customers do I need?” or “How many billable hours am I looking to get to?”
It is a tough question to answer.
Generally the thing you want is a full book.
But a full book means something i.e. it’s a concrete number. 14 clients. 22 billable hours a week. It’s not a concept. It’s a number. A number is something you can work towards, and something you can track.
‘More customers’ is not something you can work for; it’s too open ended and for precisely that reason it rarely tends to get you taking the specific actions that will move you forward, because there’s nothing tangible to move towards.
Let me take put that into context
John says to me: “I’d be a lot happier if I made more money, but I just can’t seem to make it happen.”
I say: “So you’d definitely be happier if you had more money?”
John agrees. I reach into my purse and give him a 20p piece.
He has more money – but is he happier now? It’s unlikely and, taking a stab in the dark at the reason, I would say it’s because the subtext to wanting “more money” is “I want to make £10,000 more a year”.
BUT if you don’t know what you want, and how to measure when you truly have it, then chances are high that you will not get it.
There is a myriad reasons we resist setting those specific numbers in stone. It can be scary, because what we really want feels like it might be unattainable. Or we may worry that if we set a number it will be too low (still leaves us broke) or too high (rich but completely stressed out).
Or perhaps we are afraid to confront the fact that we know that what we are doing in the hope of getting “more” will not result in a concrete number.
That is all true. It’s hard and scary and unpleasant and forces us to face some uncomfortable truths. But it is also true that vague, nebulous goals are generally impossible to achieve.
You don’t want “more customers” anymore than John would want 20 pence from me.
But you can define a specific number of customers (or billable hours) that you want. Once you put it into words (in way that a jury of your peers will be able to see is theoretically reasonable) then you will find it will happen.