Most companies make the mistake of choosing the cheapest fruit. These are the customers who are ready to buy from you right now. It’s great to have those clients; heck, you pay the phone bill BUT statistically they make up only about 3% of your target market.

That means, of your target market, you are losing 97% of all potential business, UNLESS you have a tracking system.

Now, I’m not going to get into a discussion about card readers, follow-up calls, coffee meetings, or things you do to get a meeting where you can “close a sale.”

I stand firm in the belief that if your customer is not approaching you asking to do business with you, they are not doing it right.

So how do you do that?

Educational marketing.

I once heard a great definition of the difference between sales and marketing, and I think there is a lot of truth to this statement:

Sales is where you try to convince people that they need your stuff. Marketing is about teaching people why they need what you have and inspiring them to fall in love with themselves to work with you.

If you follow some of the best teachers today, like David Neagle or Jim Edwards, you will see that they are true masters at this, and as a result, they have more clients than they will ever need.

So how do you do this?

I promise, it’s not difficult, you just have to spend a little time planning it and it can work for you. That is how:

1) Solve the real problem

This stumbles a lot of business owners and that is why I spend a lot of time talking about this. This is not the most important point in this article, so I will be brief.

The services or products that you sell are almost never the real problem that you solve from the point of view of your customers.

If you are a chiropractor, you do not solve the problem of misaligned backs. Yes, that is a problem, but underlying it for your client is being able to live his life without pain, perhaps getting out of a wheelchair for the first time in years.

If you are a financial planner, the problem you solve is not making sure your investments are stable and secure, but making sure your clients can retire with the lifestyle they want.

So with that said, your goal is to educate your customer regarding the special problem you solve. The chiropractor can offer advice on proper lifting techniques. The financial planner could show parents the best way to help their young children learn money management.

2) Be strategic when networking

This is very important. Remember the 97 percent of your target market that isn’t ready to buy from you yet? Have something that is of value to your target market, such as a newsletter full of educational tips, a special report, or an e-book to give away. This not only sets you up as an expert (which you are by the way) but also creates a relationship where the first thing you’re doing is giving, rather than asking for something.

So does this give you permission to try gifting things to everyone you meet at a networking event? NOT. The rules remain the same.

You still want to introduce yourself by stating the problem you are solving and for whom you are solving that problem. (instead of your name and title, never do that)

So the conversation goes like this: (to a chiropractor) “I teach new moms what to do so they don’t spoil. Do you know anyone who is in a moms club (place)?”

Now, depending on the answer, there are many ways the conversation could play out. If the person the chiropractor is talking to knows someone with a back problem, they might offer a class, book, or newsletter. If that person knows a member of the mothers club, that same class, book, or newsletter may be the opening for an introduction to the club.

The beauty of this is that it naturally allows the chiropractor to start from a place of service, rather than looking like he is trying to sell his services. ALSO, if someone is ready to do business with him now (3%), obviously this person is positioned as an expert and can help that person.

Makes sense?

Traditional sales training may instruct you to set a date to close the sale and / or that you need a certain amount of “no” to get the “yes.”

Here’s the deal: of the remaining 97% (your “no’s”), 30% will never do business with you – period. Okay, those are your real “no’s” BUT that leaves a whopping 57%!

Of that 57% – 27% are aware that the problem exists and are not yet ready to solve it.

30% of your target market is not even aware that the problem exists!

But the problem you solve is very real, and in some urgent cases, they don’t know it yet!

See how the traditional sales training mindset really doesn’t make sense?

Okay, now that you have someone who wants more information, what do you do?

3) Systematize your follow-up

No, no follow-up calls, no coffee appointments, no sales meetings. (Oh, nervous!) Do something that you do regularly and that provides valuable information.

to. You may have a regular educational event for your clients. The Pleasant Hill Chamber of Commerce (which IS a business by the way) offers a new member orientation (taught my moi) to teach people how to get the most out of their network. It is a value-added service to help clients earn more money by making the most of the Chambers’ services and helps build loyalty among members.

B. Do something extra. What impressed me the most was when I recently purchased a $ 27 e course and received a phone call from the company welcoming me as a new customer. This company has thousands of subscribers and has developed a system in which the business owner makes an automated phone call thanking and welcoming them. Woof. I was impressed!

You can also do Send Out Cards, which automates the sending of greeting cards (hey, you can even include gift cards on the card, great!)

or you can simply make phone calls to your best customers in appreciation for their business to build loyalty

vs. The most effective by far, I like to refer to as “The Drip Method”.

An email newsletter (or ezine). A successful ezine has three main parts: something educational, something personal, and something you offer.

Networking News is an example of a somewhat complicated newsletter. Don’t start right away trying to copy this newsletter exactly. Start with the three building blocks and expand as you get more comfortable.

Be consistent and patient. You will have customers who read every word, some who just scan and some who unsubscribe. Learn to celebrate all three.

When you consistently provide your customers with great content, you’ll automatically be first in line when they find someone who does what you do.