Secretly Planning for 'Acquaintance Proliferation' Without Being Misled by 'Customer Attraction'

Thank you as always! This is Kaiun-san.
Looking forward to working with you again today too 😊

When looking at various business-related media, it's amazing how they keep shouting about customer attraction as if it's the only thing that matters.

There are also various people in industries who stir up the need for customer attraction and make a business out of it. Well, they are desperate to make a living too.

As long as the general public holds the idea that business equals customer attraction, they will take advantage of that to talk to us about this and that.

With such intensity that it's as if customer attraction is a matter of course, and if you don't do it, you're not a business person.

Sometimes they say you'll make a lot of money from it, and other times they ask, 'What are you going to do from next month if you stay like this?'

They flatter you or stir up anxiety to sell you on the 'customer attraction business'.

It must be such a sweet term, customer attraction. It probably reeks of money-making.

Stories of people trying it as told, only to see no significant results, are all too common.

We business people are vulnerable to the word 'customer attraction'. They prey on that. Of course, there are examples where it went well. But for those of us running our own businesses, investing half-hearted money into customer attraction is like throwing bundles of cash into the gutter.

Because we can't do large-scale customer attraction like big corporations.
However, we must not be misled by the word 'customer attraction'.

Can you fluently explain the meaning of the word 'customer attraction'? Have you ever sat and thought about the meaning of this word?

If you are interpreting it vaguely, you are no different from the rest of the crowd.

It's probably something like this.

It's the image of setting a net where there are many fish, or having people raise their hands from a large group, or scattering flyers in large quantities, or using social media to the fullest, or holding event after event.

There are surely others.
But do you seriously intend to think about and execute this customer attraction?

If you break down the characters for 'customer attraction' (kyakukyaku), it's 'gather' and 'customer'.
In short, it's about gathering customers.

This! This is what's wrong.
This idea of gathering customers is what makes work so difficult.

Let me ask you further, what kind of customers are these that you are gathering?

Isn't it probably 'customers who will buy right now'? If so, there's no way they can be gathered so easily, is there? If it were that easy, anyone could do business.

If it's a daily consumable, customers will come to buy it because of a supermarket flyer, right?

But we are not like that. We can't make a profit unless we sell things that can be expected to generate a certain amount of sales.

We want to sell at least tens of thousands of yen from one customer. If possible, hundreds of thousands or millions. Otherwise, a sole proprietorship cannot be sustained.

If that's the case, it won't last unless acquiring customers is something that can be done without difficulty.

The word 'customer acquisition' is what makes business difficult. Of course, you have to increase the number of customers. At the same time, if you don't value existing customers, you won't get repeat business.

So, what should we do?

The answer is simple. You just need to increase your 'acquaintances'.
Whose, you ask?
Yours, of course.

And the acquaintances you steadily increase will bring you wealth. Sales will rise from your acquaintances. The more acquaintances you have, the better.

If you are a generalist who accepts any kind of work, you don't need to go out of your way to struggle and spend money to acquire prospective customers.

Just by steadily increasing your acquaintances, you will get inquiries for work.

You won't easily find customers who want to do business right away. When you think about increasing your acquaintances starting today, don't various methods come to mind and make you excited?

This is definitely more fun. Moreover, you make a routine out of the methods that suit you.

Increasing acquaintances is far easier than acquiring customers. You should just increase your acquaintances in your own various ways.

Then, your acquaintances will gradually multiply, and you will get calls from here and there.
So I will say it again.

If you convert the word 'customer acquisition' to 'gathering acquaintances,' you won't have to worry anymore. Existing customers and acquaintance customers are the two wheels of the best business.

Narihiko Kaiun

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