Running A Business

5 Psychology Strategies That Will Build Your Client Base

Nov 09, 2011 • 3 min read
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      Note: This is a guest post by Larina Kase, Psy.D., the New York Times bestselling author of “The Confident Speaker” and the new book, “Clients, Clients, and More Clients,” which covers how to create an endless stream of new business with the power of psychology. We’re honored to have her on the Lendio blog:

      The success of a business rests on its ability to attract and retain clients, and the most important factor in attracting and retaining clients is connecting with clients.

      When you connect with a new client or customer on an emotional level they will feel comfortable to hire you, buy from you, and refer to you. Here are five ways to use psychology to connect with clients and build your client base:

      Related Content: Listen to Larina Kase on the Lendio Podcast

        1. Network with potential referral partners (those regularly in front of your ideal clients)

        Networking with potential clients is good but networking with potential referral partners is better. The best is someone who could be a client and a referral partner.

        When someone experiences your products and services (firsthand or through their clients and customers) they feel comfortable and become excited about referring to you. Focus your networking outreach on connecting with these people.

        2. Be aware of your body language (even on the phone and online)

        Nonverbal communication is the most powerful form of communication. This means that your posture, body language, and facial expressions are crucial at conveying confidence and connection.

        Sit or stand tall with your shoulders pressed slightly down and back, make eye contact, smile…even if you are speaking to someone on the phone. These things will impact your tone of voice, another key nonverbal communication component.

        3. Use people’s names (but not too often)

        We are hardwired to appreciate the sound of our own names and tend to like those who say our names. We feel a sense of connection and interest from the person who says our name.

        Just be careful to not over-use someone’s name or it will start to feel like a sales tactic and not a true connection. A couple of times during the course of a conversation is an ideal balance.

        4. Use testimonials from similar clients (those most like your prospect)

        People are more strongly influenced by those who they view as similar to themselves. This is known as the law of Social Proof in social influence theory.

        Select testimonials and endorsements to use based on how similar the giver of the testimonial is to your prospect. Focus on things such as age, gender, profession or business type, family and culture, education level, lifestyle features, and psychological motivators.

        5. Keep in touch consistently (to build familiarity and trust)

        The number one mistake most business owners make is not having a consistent keep-in-touch marketing plan. They contact people when they need business and clients know this (and don’t like it).

        The simple keys to keeping in touch are to have a plan (will you build an email list, use social media, etc.?), have a system (what software will you use?) and provide excellent value (content of benefit to your clients with very limited occasional promotion)

      Using simple psychology principles such as these helps you build the relationships that build your business.

      About the author

      Larina Kase Psy.D., New York Times Bestselling Author

      Larina Kase, Psy.D. is a business psychologist and New York Times bestselling author. Her latest book “Clients, Clients and More Clients: Create an Endless Stream of New Business with the Power of Psychology” is available where books are sold, including .

      Learn more about Dr. Kase at

      About the author
      Dan Bischoff

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