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Attracting Perfect Customers: The Power of Strategic Synchronicity

Attracting Perfect Customers: The Power of Strategic Synchronicity by Stacey Hall and Jan S. Stringer

Some of my favourite excerpts…

While it is easy to blame the customer for the poor quality of the interaction, it is important to remember that you are solely responsible for choosing to serve a customer whose needs are not a perfect match for your company. The lesson to be learned from this type of experience is to listen for and trust your inner voice when you encounter a less-than-perfect customer. It’s warning you that your own distinctive light has gone out or that perhaps you forgot that lighthouses do not wade out into the water looking for boats to serve. Your responsibility is to stand still and keep shining your own distinctive light, to keep polishing the lens to ensure that your light has the power and brilliance to break through the darkness and attract the attention of only perfect customers. 15 The following six chapters introduce the six Strategic Synchronicity Standards. These standards provide essential training in how to stand still so that your most perfect customers can come straight to your shore, your door, or your Web site.

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It’s time to shift our thinking about our businesses from a “scarcity” model—where there are not enough customers to go around—to a model of abundance. We must turn our attention away from the schools of thought that have taught us that good customers are difficult to find, that we have to steal them from our competitors, and that we have to keep meeting our customers’ ever-increasing and outrageous demands in order to keep them as our customers. As long as this is what we believe business to be, this is the kind of business we will create. In fact, this idea has become a self-fulfilling prophecy for most businesses.

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Take a deep breath and then another one. During the next two minutes, imagine a steady stream of perfect customers coming to your door or calling you on the phone or visiting your Web site. Do not let yourself worry about how you are going to serve them all. Simply allow yourself to envision this abundance of customers. Imagine these customers requesting your services, handing you large amounts of money, smiling at you with pleasure at having found your company. Bask in the glory of this vision.

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Beyond your existing contacts, many others in your industry are also potential collaborators. You can meet them by getting actively involved in industry associations and community activities that will increase your visibility, making it easier for like-minded people to find you. Contributing articles to trade publications serving your industry, accepting invitations to speak at industry forums, and taking the initiative to call on the owners of other businesses in your industry will also move this process along. Once you have identified potentially perfect collaborators, it is important that all of you share openly with each other your definitions of a “perfect client.” In this manner, you can clearly determine where your businesses overlap and where they are complementary. By including these professionals in your business growth plans, you are working to expand the pool of potential customers and potential revenue for all.

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Take a moment now to contemplate the following questions and write down your answers. These questions are designed to help you consider what might be possible for you and your business if you had at least one collaborator in your industry. Who in your industry do you consider to be your main competition? 45If you were not serving your customers, what other companies would be serving them? What services do these companies offer that are the same as yours? Different from yours? Have you ever referred one of your less-than-perfect customers to one of your competitors? What would stop you from referring a less-than-perfect customer to one of your competitors? Under what conditions would you refer a less-than-perfect customer to one of your competitors? Do you belong to an association or organization dedicated solely to your industry? If so, what benefits have you received as a result of your membership in that organization? Who else do you know in your industry who belongs to this organization? Can you name a less-than-perfect customer whom you would consider referring to a collaborator after reading this chapter?

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If you want to make a dramatically impressive difference in your business, we invite you to meet or speak with a new potential collaborator every day for the next twenty-one days. You will create quite a stir within your industry, you will have a greater breadth of knowledge about your industry than other people providing similar services, and your reputation for being open and collaborative will spread very quickly, resulting in increased positive awareness and referrals.

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Whether you work alone or in a group, we recommend that you allow yourself two hours of uninterrupted time to create your first Strategic Attraction Plan. To create the plan, you will need one 8 ½-by-11-inch unlined white sheet of paper, folded in half lengthwise, with each of the panels labeled “Side #1,” “Side #2,” and so on.

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At the top of Side #1, write the title “My Perfect Customer Is [fill in the name of the person, if you know it].” Under this title, list all of the positive qualities, characteristics, attributes, and talents of this person. Give yourself at least five minutes to make a complete list. If you do not know this person well, then write down at least five qualities that you would want him or her to possess. Be sure to write only on Side #1 of your sheet of paper.

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The question is, What is the perfect number of perfect customers for my business or company to serve during the coming year?

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At the top of Side #2 of your sheet of paper, write the title “What Makes My Perfect Customer Tick?” Now return to your perfect imaginary work space, where your perfect customer is still sitting and waiting for you. Ask your customer the following questions: Why do you get out of bed in the morning? Who is the most important person to you in the world? What is most important to you in the world? What do you want to achieve before you leave this world? What do you really love about your life? Write the answers you receive on Side #2 of your sheet of paper.

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Take a moment now and ask yourself the questions above and write down your answers.

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Write at the top of Side #3, “I Choose for My Perfect Customers to Expect Me to . . . ” Under this title, you will list all the services, products, and other items that you have decided your customers can rely on you to provide. Consider every detail that is important to you including, but not limited to, your pricing, your location, your advertising methods, the size of your staff, and so on. Most importantly, remember that you are listing only what you choose and want to provide.

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If you are ready to be a light in the darkness, here’s a bonus tip for today. The next time you are asked, “What types of customers are you looking for?” respond with the following answer: “I am in the process of attracting [fill in the blank with one or two qualities from Side #1 of your Strategic Attraction Plan].” For example, “I am in the process of attracting five new customers this week that are the sales managers of Fortune 500 companies.” You will be amazed by the attention you receive simply by using this statement.

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Today, give yourself a half hour in which to complete the following exercise: Take a few minutes to think about the less-than-perfect behaviors, attributes, and traits that each of your customers is demonstrating. Make a written list of these less-than-perfect traits. Next to each less-than-perfect trait, write down what would be the opposite, positive trait. For example, if one of your less-than-perfect customers is always late to appointments, then the opposite, positive trait would be “always punctual.” Transfer this list of positive qualities to your perfect customer profile (Side #1) of your Strategic Attraction Plan. On a separate sheet of paper, write, “I now thank [name each customer who served as a role model for this exercise] for giving me this opportunity to become more clear about what is perfect for my business.” Do not show this piece of paper to anyone else. It is for your eyes only. Be prepared for one of the following two possibilities to occur in relation to your less-than-perfect customers: Over a relatively short period of time, the behavior of those customers will automatically and dramatically improve. You will find that they actually become more perfect for your business. They will simply stop doing business with you and will drift away without a conflict. If the second possibility occurs, do not panic. You can trust that it means they are clearing the space for more perfect customers to come into your business.

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have at least five phone conversations with prospects each day and discover at least one new project to quote on each day. mail out thank-you letters to previous customers, reminding them of our services and asking for referrals.

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The best way to make the experience of speaking more comfortable is to speak on a topic with which you are most familiar, one that you enjoy speaking about. Take a moment now to consider what topic about your industry you enjoy most. Next, think about what topics your potentially perfect clients would want to know more about. Write those topics down.

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Take a moment now to consider how many close relationships you have with other businesspeople or your own coworkers to whom you can refer prospects that are not perfect for you to serve. Imagine how enjoyable it could be to make referrals to other businesses without hesitation at the very moment your inner voice lets you know that a prospect is not meant for you.

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Does your Web site include pictures that represent your perfect customers in the perfect transaction with you? Remember, a picture is worth a thousand words. Help your customers identify with the people featured on your site.

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Provide case studies and customer testimonials explaining how your company created a perfect solution for them.

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