What causes someone to contact you or pay your business a visit? If you don't know, it's hard to gain more customers like that -- at least on purpose.

This line of thinking was prompted by a phone call I got the other day from a business owner I have never met. This man has a successful company and wants to spin off specific services into a more targeted niche. So when he mentioned this to a mentor of his, that mentor directed him my way.

The new market was his decision trigger. If he wanted to continue growing the business he already had, he could probably do so without professional help. But to enter a new market, he knew he might need resources he didn't already have.

I've "trained" my referral sources to listen for this type of situation. When they hear it, that's an appropriate candidate for our services. That decision trigger puts the owner in a position of openness to new ideas, which is one way we help them.

So I ask you, what are the things that trigger your customers to call? Knowing the answer will improve your advertising, your customer contact, your referral base, and much more. Get out ahead of those decisions, and direct people your way.

Labels: management, marketing, planning, strategy