Good client information can help a business grow and expand but sometimes getting that information can be difficult. Here are 5 methods of getting the information you need from current customers. The first is a no brainer.....a-s-k! This means simply asking the customer point blank how they feel about your product or service and them if they would recommend your business to a friend. But,even though this seems easy, it requires more than the right words. Often people will tell you what you want to hear to avoid confrontation or feeling uneasy. Your body language and tone of voice may have a tremendous impact on their willingness to give up some quality marketing information.
These are some ways to express your sincerity and get the information you need.
1) make eye contact and hold it...not a hard stare but look at them when they are talking. 2) Tell why you want the information. "I was wondering if there is something you think we could do to improve. Can you just think for a minute or two...is there a product or service we could offer that would make things easier or better, when you do business with us?" Even if they tell you everything is fine ask them to give you a scale rating 1-10, 10 being best. If the score is less than ten ask them why its not a ten...tell them a ten rating is your goal and ask them how they think you could achieve that. When you let them now that you are trying to meet personal high standards they will tend to try to help you reach your goal. 3) If applicable mention your competition and ask them if the price was better at the competition would they leave you. Comparing yourself to the competition in a boastful manner is expected....resist the temptation to begin bragging. People feel that if you are already convinced your better than the competition, then their input is a waste. Whatever the answer, yes or no, follow up with a why, what, or how question. Sometimes you will find that they don't know you offer a product or service that sets you apart from the competition ( you do....don't you??) This is a great time just to let them know why you are different from the competition. It is very important that this is done without bragging and boasting.
Questions are better than statements. For example, "Did you know that we can deliver?" rather than ..."Well,Company X doesn't deliver! We do!"
4. Give discounts for the information you need. Put a short survey on your bills or invoices. Put the survey directly under the total price, no more than 5 questions. Then offer a discount if they complete the survey. This is putting your money where your mouth is letting them know you are going to actually use the information.
5. This is a real golden nugget. Read this one twice... Take action on suggestions. If someone says you need better signs to help them find products in your store. Make new signs or explain why you can't.(This does not mean making excuses for not following through..) But nothing turns people off more, than for someone to ask for advice and then ignore it! If you are going to ask for feedback take immediate action and point it out to your client! "Thanks for your suggestion last week Tom...how do you like our new signs?" people will feel a vested interest in your business if you are listening to them. I know of one computer sales man who went to far as to find a few reams of old style printer paper with the holes on the sides just to satisfy one customer even though he knew there was no demand for the product. But he gained one evangelical customer that day and got 5 referrals in the next year from that client.
A few other ways of getting info;
contests, raffles, or drawings with entry forms that request the information you need.
suggestion boxes
freebies for filling out questionaires
At least 1 follow-up phone call that only asks for feedback, don't mix sales with the call. If you make a specific call for feedback it increases the appearance of sincerity.
Make comment areas a standard feature for invoices or other forms.
Try not to rely on direct mail postcards for feedback. The return rate is very low and customers see it as junk mail you build more badwill than goodwill. Send your client a greeting card instead and ask them for feedback or referrals but the self addressed stamped postcard inside of the greeting card.
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About the Author
Owner of Lasting Impressions Marketing Enterprises, Ms Gossland has spent 5 years helping companies become more client centered and increasing their rates of quality referrals. She creates custom corporate gifts and greeting card mmarketing programs, as well as doing customer service training for small and medium size businesses. She can be contacted at customlime.com.
