How Effective
Customer Surveys Will Help Innovate Your Business
by: Marc Gamble
Have you ever wondered why the phones aren't
ringing the way they should? Or maybe sales are flat and you're
not achieving the revenue and profit targets you set for your business.
There's one sure-fire way to uncover the problems to get your company
back on track. The answers are right in front of your nose.
Why Your Ads May Say Nothing & Everything About Your
Business!
Many business owners rely on platitudes and ego gratification when
promoting their businesses. They think customers will flock to their
establishments to buy products and services just because they're
there or just because they're "nice folks". Their ads
extol the same drearily predictable phrases: "We've been in
business umpteen years!", or "We're family owned and operated!",
or "We sell the best for less!". Trite and commonplace
position statements such as these have been used so much, by so
many advertisers, they simply have no meaning and no impact.
Your Customers Are A Goldmine Of Information
When it comes to your industry, your customers represent a wealth
of experience. Why not tap into that knowledge-base to see how you
can increase your bottom line profits?
Have you ever taken an extensive customer survey and asked why people
buy from you? If you haven't, you're missing vital feedback that
can tell you exactly how to craft your marketing message for maximum
impact. Try it and you'll learn the best way to speak to your target
audience. Their responses will guide you in developing your irresistible
marketing message. You'll uncover all the customer "Hot Buttons",
the problems, frustrations, and annoying situations your target
audienceexperiences before and when doing business in your industry.
When you know what "makes your target market tick" and
what "ticks them off", your approach will be more confident
and informed. This will cause people to be more receptive, because
prospects can now see that you completely understand them and their
situation.
In addition, you can learn just as much from prospects who decided
not to buy from you as you can from those who do. Why? When prospects
fail to buy from you, there's a good chance that the issue was not
"price". Knowing why allows you to look at ways of innovating
your company, products, or your services. You know precisely how
to make your business more attractive.
Customer Survey Types
Conduct your surveys and direct them toward:
1) Current Prospects
2) Prospects who are still stuck in the buying process
3) Current Customers
4) Former Customers
5) Unhappy Customers
According to Jim Rohn, renowned business philosopher, the key components
to powerful communication are: first having something good to say,
then saying it well, and finally saying it often, using the appropriate
mediums. Your customer surveys will give you plenty of good things
to say. Pay attention, because your customers may even say it for
you, in the form of testimonials!
Good luck with your marketing efforts.
About The Author:
Marc Gamble, the author, teaches business owners, entrepreneurs,
and professionals how to acheive bigger, bottom line results from
their advertising & marketing efforts without spending more
time, effort, or money. Learn marketing strategies and tactics to
separate yourself from your competition and become the obvious choice
to do business with. |
