(I can now publish this blog post because we’ve had more paying customers in 3 weeks than the entire 3 month period before it… but I’ll be honest, the last three months were a dark place that had me questioning my whole freaking life. More below.)
April 1, I opened our new coworking space (which will also be where Breaking Even works from). I bulk bought coffee, rush ordered the rack cards, and cleaned the whole place top to bottom. We had built up the excitement, we began targeting our customers months earlier. We were ready.
And no one came.
Well, that’s not true. A few friends stopped in to drop off goodies and well wishes. But no paying customers came through that day.
We had one paying customer in April.
In classic Nicole fashion, I internally (and slightly outwardly) began panicking. It seemed like everyone had wanted to come by while I was covered in paint or when there was no heat on… and over 125 people came through our open house (nothing like free booze on an otherwise boring April evening!) But where is everyone now that the place actually is looking and functioning like a coworking space? Where were the paying customers?
I had a glass of wine and called my mom. You know, what any adult would do.
Give it time, my Mom said. Others have said.
Despite the fact that 300ish people have come through the space, we have had about 30 total customers. Most people are not customers but they’ve come by to see. I see their eyes go up to the security cameras, down to the fancy desks, around the conference room. They ask me questions, they smile, they leave.
Part of me wants to be the needy girl with the crush. Do you like me? Why not? How can I make you like me more? Don’t you get how cool I am?
I have decided that, starting now, and looking back at the last three months, I need to take a deep breath and appreciate the tire kickers* who have come through Anchorspace. (Please read the very bottom of this post before you decide to be offended.) The people who have stopped in and, while they seem very interested, have not bought a damn thing. And here’s why:
Tire kickers aren’t customers… yet.
Most people can take a bit of time to be your customers (see our post about sales funnels for further justification). People change jobs, neighborhoods, service providers all the time. So that person who has NEVER bought from you? Let them look at your menu. Let them talk to your staff. Let them get familiar because they may become your customer later. If you are in it for the long game, this tire kicking process won’t frustrate you. I was looking at Anchorspace in a very shortsighted way most of this spring. Not good. “Not yet” is different than “no”, in the way it behaves and the way it feels.
Tire kickers need time.
A variation on the above point, some industries don’t have much of a lag time between research and purchase. It’s not like you are going to walk around and price 16 ounce beers at all the local establishments before ordering one, for example. But if you’re asking someone to make any decision that is a bit more involved, people are going to need to think on it. They’re going to need to talk to their wife/husband. They’re going to need to run some numbers. Let them. If you have done your research and know your product and market, you can be confident while you wait.
Tire kickers have friends… and talk to other people.
If you run a steak house and the tire kicker is vegetarian, you may not ever get this person as a customer. And that’s ok. That person has carnivore friends who want a big steak on Friday night… and guess where the tire kicker will send them if they had a good interaction with you? Paying customers don’t have to be your only brand ambassadors. I’ll take a paying customer whether they are from the $1000 monthly retainer client or a guy I went to high school with telling his brother to call me.
Ticker kickers are online too.
I have a friend who designed her website tenish years ago. “I don’t want to get leads through my site.” she always tells me when we see each other. That’s fine but what I want to tell her (and everyone who thinks this way) even if you don’t want a gazillion dollar website with all the bells and whistles, your customer feels a lot more comfortable silently kicking tires online than doing it right in front of you. That’s why we take care to put a lot of helpful information on this website. So you can kick our tires until your heart is content without us creepily watching you. The virtual tire kickers can be easier to ignore, since we aren’t shaking their hand but instead seeing them recorded as a visit in Google Analytics. The good with the bad.
Running an online business has shielded me from the tire kickers (since they just lurk on my site). A physical business has made me know them by name.
Anchorspace has given me more anxiety about tire kickers but also it has been more rewarding. I have had things pointed out to me by the slightly skeptical I would have NEVER noticed, and I am thankful for it. I do hope people keep pointing things out and asking questions, even if they aren’t buying because tire kicker feedback is going to make me better.
Here’s to the tire kickers. The mullers. The ‘I’ll be in touch’ smiles. The lookie-loos. Here’s to the individuals I hadn’t gotten to meet in real life until owning a business with a physical location. After some thought, revenue, Mom wisdom, and a glass of wine, I’m here to say I’m sorry I panicked over you. I’m grateful you’re here. Keep kicking, my tires and I are ready.
*I sometimes get in trouble for using words that other people seem to think have a negative connotation. Urban Dictionary tells me ‘tire kicker’ is much more negative a word than I mean for example. For tire kicker, I mean someone who needs to really understand something before the purchase, who needs to ask questions, test things out, waits before buying and may never buy, etc. Here’s hoping this covers my bases from hate mail but if you have a better term for what I am trying to say, please comment below!