I once had a client named Roger who I loved working with. He did lots of business, rarely disputed pricing and was always open to new ideas and ways of utilizing my services – and he paid on time, every time. Ideal client, right?
One day on a whim, I decided to do a survey of my clients to get their feedback about how “great” I was so I could use that information for marketing. First off, how arrogant of me to think that and furthermore, what a surprise I had waiting for me when I received Roger's completed survey.
His response: "You have an 'air' about yourself and it comes off that you are always going to get my business; you think you're infallible and think a lot of yourself." He further mentioned that "While you definitely are creative, I have to say that if someone came to me who was only slightly creative but had a 'better attitude,' they'd get the business and you'd be out!”
Wow! I honestly never saw that coming!
What do your customers think of you? How do they perceive you? Why does it matter if they are still sending you business? I'm sure you'd agree it is important to know and imperative you attempt to gather that information.
What do you need to know?
Each company will have a different answer for this. Some only want basic information, others desire more in-depth data. I believe that the more information I have, the better equipped I can be to service the overall needs of my client and prospects. When surveying your clients and prospects consider these questions:
• How are we performing overall?
• How responsive are we to your needs?
• Are we communicating with you in the manner you’d like?
• How do you perceive our knowledge as it relates to us understanding your business needs?
• What do you like most about working with us?
• What do you see as our greatest strength?
• What do you like least? If possible, please provide an example.
• What do you see as our greatest weakness?
• What can we do to become a better strategic partner?
Why You Need the Information?
With this information you can certainly be more responsive and engaging with your clients and prospects at a more personal level. Higher engagement levels are imperative these days. Harking to the ugly example of my experience with Roger, knowing the why helped me make changes. Consider that the following information can help you.
• Improve customer service
• Create better engagement on ways and methods to communicate your story
• Add credibility through transparency
• Elevate your brand
• Create a better environment for client retention
• Create a point of differentiation – no one else is doing it!
How can I capture that data?
In the book, What Sticks, authors Dan and Chip Heath described discussing their findings to marketers at a conference. One audience member posed the question, "How did you get that information?" and their response was simple: "We asked!"
Most times we don't want to ask these hard question for fear of the answer. My experience with Roger propelled me to ask often so as not to potentially lose his business and more. After a recent presentation, a friend spotted me reviewing the evaluations of my program and he asked what I was doing. I replied I was “looking for negative comments.” and he responded, "Why? You did a great job." Well, there is always room for improvement, and as such, I always have someone remark about something I could do better – I appreciate those comments.
I also believe we don't take the time to survey our customers because we try to convince ourselves that we're too busy, they don’t care, they won’t respond, etc. Just remember – if only one person is saying it, you can bet 20 others are thinking it.
Here are five ways to capture information:
• Ask face to face
• Use an online survey
• Through focus groups
• By using your staff
Put yourself in their shoes and be your own customer.
Additional considerations
Being open to what your clients are thinking will give you an edge… and in today's business climate we can use every edge we can get. Great companies are built on the shoulders of great clients who can become your best salespeople. So when you ask the questions listen – absorb – digest – access – and act!
Doing these things will ensure that you will be top of mind. As for my pal Roger, his candid response, while humbling, gave me the opportunity to change my way of communicating, my approach to working with him and created a better business climate for our working relationship. In fact, it helped me with all of my clients.
So Roger, if you're out there – thank you for your honesty and for making me a better businessman and a better person overall. I appreciate you!
Until next month, continued good selling!
For more than 30 years, Cliff has been speaking, training and consulting internationally to associations and national business groups on more effective ways to market themselves, their products and services, as well as motivating their personnel. Recognized by PPAI for his creativity, he has won the prestigious PPAI Pyramid award 25 times, and the Printing Industry's PSDA’s Peak Award for creativity five times in three years. He has also received PPAI's Ambassador Speaker of the Year Award six consecutive years and was the inaugural recipient of PPAI's Distinguished Service Award. Named one of top six industry speakers and trainers, he also was recognized by PPAI in the book, "PPAI at 100," as having a significant influence in education. He has also been recognized by Counselor Magazine as one of the Top 50 Most Influential People in the Promotional Products Industry. You can engage with Cliff at http://www.myengagepage2.com/cliffquicksell.