Imagine you spend time creating a program that you feel is just what your clients need only to find that no one buys or registers interest. You can’t understand why… it’s everything you know they need. The thing is – it’s not about what your customers need, but rather what they want. This is a critical factor in making sure you continue to keep your existing clients happy, and how you will attract new clients.
You might ask, “How do I know what they want?” There is no point guessing or trying to figure it out on your own, that’s for sure. This can be expensive and disheartening. One of the easiest ways to find out what your clients want is by doing a survey or asking for feedback. Or in other words – simply ask!!
While I have been away these past weeks, I’ve been amazed and impressed with how many times I was asked to provide feedback on the service I received. This happened in our hotel in Kota Kinabulu (Malaysia) and again in several of the large stores I went shopping in while in Chicago. (A girl can’t be in Chicago without doing at least a little shopping!) The Americans do generally tend to provide more personal attention because they rely on receiving tips as part of their income. Nevertheless, I was impressed with the way companies in both countries were striving to improve how they could better serve their clients by asking them what they wanted, what they liked and what thought should be improved.
The way we do business today is changing. It’s more and more important to remember that you are not your customer. This means that what you believe will be a great program, product or service, may in fact be a total flop if it isn’t exactly what your clients want. Or, it could be the small, simple changes to the way you do things will keep clients happier for longer.
By getting client feedback here’s what can happen:
You will know exactly where to invest your time and effort when creating new products and programs. I’m sure you all have heard of someone who still has a garage full of books or CD products they produced for their clients before asking them what they really wanted.
It becomes very easy to mirror exactly the language your clients use in their comments to you. You can then go ahead and create a sales page, or email series, and be speaking the exact words that will resonate with your ideal client. In fact, they’ll think you’ve been reading their mind. This will make a huge difference in your small business success.
Feedback is the breakfast of champions. A champion athlete won’t get better results if they ignore the tiny and often smallest changes that help to improve their performance. Unfortunately some small business professionals prefer to keep their head in the sand and see feedback as criticism. They get upset, shake their head in disbelief and generally dismiss with offence, any constructive comments they might receive about their clients’ business experience. Don’t let this be you!
Be open to comment and constantly ask your clients how you can be of better service to them. You will be respected for your efforts. This alone will make you stand out from the crowd and you will get more clients.
As well as the more formal surveys or feedback forms, today you are fortunate to have the ability to ask clients to quickly jump over and leave you comments or feedback on Facebook. This is quick, easy and informal. It’s a great place for you to really take notice of what your clients are saying to you. You can easily ask questions each day as you post. Things like:
“Who else has trouble with……” “What would you most like to hear about ….” “I’m thinking of teaching a class about X – what do you think?…. “
Client Building Action Steps:
- Commit to asking at least ONE question to your audience on your Facebook page every week and look carefully at the language they come back to you with.
- Decide on one other way you will get feedback from your existing clients. What questions will you ask, what service will you use (Survey Monkey is really easy!).
- Get excited because your clients will have told you what product or program you need to create next!
Oh, and one last action step: Pop below now and share with me what your biggest challenge in business is right now…