How To Attract Customers

We have been working on improving our 'attraction policies.'

What are 'attraction policies?'

There are two kinds of categories to consider when we begin our 'attraction policy' work.




Number 1, we need to consider physical attraction policies.  These are policies that are visible.  How we dress, how we care for our physical appearances.  In a brick and mortar environment, how does our place of business look?  How do our employees look?  How does our parking lot look?  How does our signage look?  Is your location appealing, clean, neat and inviting?

In a web-based business, what does our website look like?  Is our site cluttered?  Is our site inviting?  Are the colors well coordinated?  Is the language friendly?  Is the information posted nicely, in balance and appear in proper order?

Trust me, appearance matters.  If anyone does not believe in this philosophy, you have inadvertently placed a limitation on your volume opportunities.  Learn to live with less.  The marketing world has spent billions upon billions of dollars programming our customers to think in particular ways during the past century.  Much of that work has created a customer acceptance level that is subconscious, but real.  Now that we have created the customer profile with all of these marketing efforts, we must address them in the ways in which they will respond more freely.  Learn to line your attraction policies up with all of that marketing effort.  You will attract more attention.  Customers are us, and we judge appearances.  End of seminar.

Learn how to line your business up with the appearance packages that will draw more attention to what you are parading for them to see.  Be clean, inviting, and attractive.  Add character, artistic values.  Be friendly in your appearances.  It does have an effect on your success to draw more people in.  We do not give this subject near enough credit.

Number 2, we need to consider emotional attraction policies.  What did you say to them?  How did you choose your words?  How do your employees address each customer?  How did you express your body language?  Did you welcome them or cause them to feel like leaving?  Did you insult them or compliment them?  Did you express how dissatisfied you were when they took all of your time with their multiple questions about pricing and as they began to leave your business without buying, your body language reflected your disappointment?  Were you enthused about them coming in anyway!?  These are all valid judgment points to review and repair when you go to work on developing healthy 'attraction policies.'  Business success is all about relationships.  Place this high on your list of efforts.

Do not underscore the value of these critical components to your business model.  Many business owners slide right past these vital components because they are focused on what they consider as more important issues of performance.  We tend to work on product, marketing and accounting components so deeply that we slip past the silent effects that our 'attraction policies' provide.  The next time you walk into your website, or your business building...stop for a moment...take a look around and be critical of what you see.  Be cognizant of how your business appears to others and how it works well in providing healthy and attractive conditions for your customers to enjoy.  Improve that part of their experience with you.  Do not assume that they do not care.  Remember, we have spent billions of dollars programming them to care, subconsciously.

Next time, we will begin building a long list of very specific things to consider as we build our 'attraction policy' improvements.  See you then.  In the meantime, go look at your business with a critical eye!  Be honest, is the parking lot looking like a trash collector?  These are very cheap repairs.