The whole reason for flowers to exist is to become fertilized so they can create seeds. Each flowering plant has specific strategies to attract the ideal bugs, bats or birds. They don’t try to attract just any old bug, bat or bird – only the ones that are perfect for them. We can learn everything we need to know about attracting our ideal customers by studying how flowers do it.
Bees can see in a different colour spectrum than we can. They can see colours we can’t see. The spots on these flowers are there to guide the bees into the flower. We see a pretty flower, the bee sees an attractive landing place that has what she needs.
Never doubt that your customers are looking for you. They are looking to solve a problem and you have the solution they need. Your job is to let people know how you can solve their problem. That does not mean shouting to get attention. It does not mean making promises that you don’t deliver.
It means making your existing customers very happy so they go back to the hive and do the dance that tells everyone else what you offer. It means showing not telling by sharing the stories of your delighted customers.
Ants aren’t the best pollinators because they don’t fly, they don’t systematically forage and they clean themselves frequently. They are great at eating plant pests. They also feed plants with their waste. There are several examples of plants and ants co-evolving. The plants provide shelter and food. The ants protect and feed the plants.
You solve a problem for a specific group of people. You need to get very clear about what the problem is and what your solution is. Figuring out what to offer should come from your customers. They will tell you what they need and help you provide it.
That means listening to your customers and not trying to tell them what they need. Listen deeply.
Pollinators are attracted by the nectar. As the hummingbird moves from flower to flower, gathering the nectar that is deep in the flower, pollen sticks and deposited in the next flower. Nectar for pollen.
Know what is important to your best customers and give that to them. Not everyone wants the same things. For some it’s price. They are not your customers, leave them to the Walmarts. For some it is convenience or time. Make it fast and easy. For others it’s about having the best, so curate a great collection.
The problem you solve always feeds your customer. Maybe food, or time or prestige or courage or joy. You don’t sell groceries, or a process, or a car, or haircuts or art. You sell an outcome. It’s why a Town can have 3 coffee shops, each different and each serving a different crowd. They may all be selling coffee and a place to sit or meet friends, but they will all satisfy different needs and solve different problems.
Once you are clear on your unique value, double down on it.
Flowers are shaped to make it easy for their pollinator to do the job. Some provide an easy landing pad, some make it easy to sip and go, and some bloom in clusters.
How do you design your environment to make it easy for your particular customer to work with you? Think through their experience. Where do they need a pause, or a perch? What parts of the process can be quicker and easier? When does it make sense to have a bunch, or a package or a combination?
Create that first experience for first time customers in a way that makes them feel welcome and comfortable. Let them know they have landed in the right place.
Your customers aren’t stupid. It’s not that they just don’t know about you and you have to get the word out. They may not look like you or think like you. Your vision and mission may be to serve your particular customer. Their vision and mission is to succeed in solving their problem. Help them solve their problem, feed them what they need, and they will become your raving fans.
Would you like more lessons like this for your business? Do you want to add more nature in your life? How about connecting with other great women business owners? Join us for a 1-day Experiential Workshop and Hike to Cape Split