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Thankfully, somebody has probably said, “I love that...” about your business. If they haven’t, you probably haven’t been open very long-- or will be open for much longer. Think of
last referral that came in. They probably did so because someone had high praise for you.
Now... trick is to find out what was so praiseworthy, and effectively comunicate it to similar prospects.
How to do it? Just ask for feedback.
Talk to your clients/customers about their experiences. Usually, they will have good things to say. Or at least they may buffet some less-than-glowing reviews with some good stuff. Speaking of “less than glowing,” when asking for feedback, be prepared for “warts and all.”
In fact, ask for it.
When it’s really bad, you’ll hear it right away. But when there are minor slip-ups, or things your business may NOT be doing, those can easily fall through cracks. Always stress you want candid, HONEST answers. If you’re not willing to search out “bad stuff,” it will only get worse, and small problems can grow exponentially.
Or somebody realizes how you're underserving market and takes advantage before you do.
So, ask your clients questions casually. Or even print up 100 or so quick response cards with three to five questions. With only a couple of well-worded questions and space for their own additional thoughts, you may not only get good feedback, you might gain insight about your market, operation, or clientele that takes business to next level.
Watch for more from me on this topic.
John is a freelance commercial writer based in Omaha, Nebraska. He publishes a free monthly e-zine focusing on branding, advertising, and marketing from his website www.brandedbetter.com. Speaking with both agency and in-house experience, he knows the most valuable asset of a business is its brand.
