{"id":49921,"date":"2021-09-25T12:30:00","date_gmt":"2021-09-25T16:30:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=49921"},"modified":"2021-09-28T16:00:46","modified_gmt":"2021-09-28T20:00:46","slug":"how-to-get-customers","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/how-to-get-customers\/","title":{"rendered":"How to Get Customers and Grow Your Business"},"content":{"rendered":"\n<p>How do you get customers for your business? Why should you start with selling to people you know?<\/p>\n\n\n\n<p>Businesses that figure out <a href=\"https:\/\/www.shortform.com\/blog\/how-to-get-people-to-buy-your-product\/\">how to get customers<\/a> maximize their networks and leverage cold calling. Your network is the list of people you already know that will be willing to buy from you, while cold calling involves reaching out to potential buyers that you don\u2019t know personally. You should always start with people you know because they want you to succeed and you are already familiar with their expectations.<\/p>\n\n\n\n<p>Read on to learn more about how to get customers for your business.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Finding Customers<\/strong><\/h2>\n\n\n\n<p>Most salespeople focus the majority of their efforts on trying to sell to people they don\u2019t know, and companies advertise to strangers and people who will never buy their product.<\/p>\n\n\n\n<p>In fact, <strong>it\u2019s far easier to get customers by selling to people you know, such as family, friends, and past customers, <\/strong>for two reasons:<\/p>\n\n\n\n<p><strong>1. They already know you. <\/strong>Your family and friends like you, know what you sell because they\u2019re interested in your life, and want you to be successful. Your past customers like familiarity and trust you, so you can always get customers from your <a href=\"https:\/\/www.shortform.com\/blog\/personal-network\/\">personal network<\/a>.<\/p>\n\n\n\n<p><strong>2. You already know them. <\/strong>You know their expectations and what they like.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, one day Cardone got a new product that he knew one of his long-time customers would love. Cardone asked him to sign the buyer\u2019s order without even telling him what the product was. The customer signed it, confident that Cardone would never mislead him, and he was right\u2014he loved the product.<\/li><\/ul>\n\n\n\n<p><strong>Approaching people you know isn\u2019t an imposition <\/strong>because setting them up with a useful product helps them, and buying it from you lets them help you. (If they don\u2019t buy the product from you, they\u2019ll buy it from someone else anyway.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Build Your Network<\/strong><\/h3>\n\n\n\n<p>To figure out how to get customers, you must build your network:<\/p>\n\n\n\n<p><strong>1. Make a list of everyone you know<\/strong> including family, friends, past customers, coworkers, and so on. Even include people you don\u2019t get along with.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, Cardone once got in touch with someone he\u2019d fought with as a boy in high school. The man later bought a product from him.<\/li><\/ul>\n\n\n\n<p><strong>2. Figure out where these people are<\/strong> and how you can get in touch with them.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>(Shortform example: If you went to college with someone, the alumni organization may be able to give you contact information or forward a message for you.)<\/li><\/ul>\n\n\n\n<p><strong>3. Make contact.<\/strong> Ideally, set up an in-person meeting, but phone calls, email, and more creative solutions (such as the birthday card suggestion in the example schedule) work too.<\/p>\n\n\n\n<p><strong>4. Rekindle the relationship.<\/strong> The goal of the conversation is to reconnect, not to make a sale\u2014that will come later. If selling comes up naturally as you catch up on each others\u2019 careers, it\u2019s fine to chat about it in detail if the other person is interested.<\/p>\n\n\n\n<p><strong>Each time you get customers and add each person to your network, the people in <\/strong><strong><em>her <\/em><\/strong><strong>network are added to your network too. <\/strong>You now have a connection to them through her, and if they need your product, she can put them in touch with you.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Cold Calls<\/strong><\/h3>\n\n\n\n<p>If you do find yourself needing to <a href=\"https:\/\/www.shortform.com\/blog\/connect-with-customers\/\">connect with customers<\/a> you <em>don\u2019t<\/em> know, follow these steps:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Select your prospects. <\/strong>This should be easy because once you\u2019ve sold yourself on your product, you know what problems it can solve, and who might have those problems.<\/li><li><strong>Harness fear. <\/strong>You can use fear to guide yourself (whatever you fear most is what you should do) and <a href=\"https:\/\/www.shortform.com\/blog\/how-to-inspire-yourself\/\">motivate yourself<\/a> (the best way to make the feeling of fear go away is to take action). The more you practice using fear, the more doing difficult things such as cold calling will become habit, and the more confidence you\u2019ll gain.<\/li><li><strong>Dress professionally so you feel and project confidence.<\/strong><\/li><li><strong>Visit potential customers in person <\/strong>because it&#8217;s easier to get customers by <a href=\"https:\/\/www.shortform.com\/blog\/selling-yourself\/\">selling yourself<\/a> and your product face-to-face.<\/li><\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Keeping the Pipeline Full<\/strong><\/h3>\n\n\n\n<p>Your sales \u201cpipeline\u201d is a list of potential customers, and it empties in two ways:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>A customer permanently decides not to buy.<\/li><li>You make a sale\u2014as soon as a customer buys something, they\u2019re no longer potentially going to buy it from you anymore.<\/li><\/ol>\n\n\n\n<p>You need to keep your pipeline full (the list of potential customers long) in order to keep selling. As soon as a customer exits the pipeline, replace her. (Too many companies and salespeople make the mistake of celebrating the sale instead of immediately trying to find a replacement.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you get customers for your business? Why should you start with selling to people you know? Businesses that figure out how to get customers maximize their networks and leverage cold calling. Your network is the list of people you already know that will be willing to buy from you, while cold calling involves reaching out to potential buyers that you don\u2019t know personally. You should always start with people you know because they want you to succeed and you are already familiar with their expectations. Read on to learn more about how to get customers for your business.<\/p>\n","protected":false},"author":10,"featured_media":49925,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,103],"tags":[503],"class_list":["post-49921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-sales","tag-sell-or-be-sold","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Get Customers and Grow Your Business - Shortform Books<\/title>\n<meta name=\"description\" content=\"What is the secret to getting customers for your business? 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Discover how to build your network, make cold calls and replenish your pipeline.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/how-to-get-customers\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-09-25T16:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-09-28T20:00:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/09\/customers.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1280\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Joseph Adebisi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Joseph Adebisi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-get-customers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-get-customers\/\"},\"author\":{\"name\":\"Joseph Adebisi\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d8daf45671a09e8745a7a9f50a03b2a0\"},\"headline\":\"How to Get Customers and Grow Your Business\",\"datePublished\":\"2021-09-25T16:30:00+00:00\",\"dateModified\":\"2021-09-28T20:00:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-get-customers\/\"},\"wordCount\":787,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-get-customers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/09\/customers.jpg\",\"keywords\":[\"Sell or Be Sold\"],\"articleSection\":[\"Business\",\"Marketing\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/how-to-get-customers\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-get-customers\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/how-to-get-customers\/\",\"name\":\"How to Get Customers and Grow Your Business - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-get-customers\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/how-to-get-customers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/09\/customers.jpg\",\"datePublished\":\"2021-09-25T16:30:00+00:00\",\"dateModified\":\"2021-09-28T20:00:46+00:00\",\"description\":\"What is the secret to getting customers for your business? 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