HSCS-004 – Give your customers what they really want (Pt4, Run your business like Gordon Ramsay)
February 9, 2009 by Roland Reinhart · 2 Comments
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Do you honestly know what your customers and prospects really want? In this episode we discuss a reality check for business success. Ask yourself some hard questions. Plus, checkout some free/inexpensive tools to help you find out what you need to know.
Topic #1 – Find a need, fill a need
Do you honestly know what your customers and prospects really want? Perhaps your stubborn attitude is the reason why your sales are down.
Are they really happy? Ever survey them?
- Use customer comment cards? (How was the experience? Would they recommend you?)
- Go out on the streets and literally ask people in the neighborhood what they think? (Ever heard of you? How do you compare to the competition?)
- Put a sample in their hand to see reactions.
- Ask them to complete an online survey (or paper survey if necessary).
- Invite them to your office for lunch.
- Invite them to participate in an advisory board.
Be prepared for honest criticisms:
- Functional (Overly complex? Too simplistic? Opportunities for improvement.)
- Aesthetic (Butt ugly?)
- Cost (Overpriced? Underpriced?)
- Value / ROI (As compared to competition. Both factual and perceived.)
- Quality (Have standards been slipping?)
- Service (Too little? Too much?)
- Lack of support
What are the right questions to ask? Well that’s a topic for another time. Just don’t overwhelm your customers. Ask straightforward, meaningful questions.
Topic #2 – Tools to find out what your customers really want
Some of my marketing research colleagues might be gagging on the simplicity of these suggestions. But reality is, most small+mid-size businesses cannot afford formal methodology based research. They need directional info quickly and cheaply.
Free polling software:
- Survey Monkey free up to 100 responses
- Zoomerang free up to 100 responses
- Poll Daddy
If you are already using an email marketing service, some have built-in survey applications:
Having difficulty with fielding customer support inquiries. Checkout popular paid services like:
