Focus On 10 Client Answers for Improved Business Strategies
What answers are you not getting from your clients but should be? Asking the right questions allows you to better serve your customers, refine your offerings, and make smarter business decisions.
In this post, we will discuss marketing and sales questions that should be answered for all customers whether they purchase or not. Depending on your type of business some of this information you may be able to gather from contact forms, subscriber information, and/or website data. You may add or delete questions as needed for your specific business.
1. What is their location?
Depending on your market this could be defined as neighborhood, city, state, and/or country. Knowing where your prospects are coming from allows you to better concentrate your marketing efforts.
2. How did they hear about you?
Knowing how they heard about your business allows you to see where your traffic is coming from. Are you seeing results from that magazine ad, website listing, Facebook ad, etc? Where do you want to continue to invest and where do you want to pull back? Should you create a referral program?
3. What is the initial date of inquiry?
This will tell you when you see the most and least inquiries. Knowing when you have the least inquiries will allow you to enhance your marketing efforts so your number of inquiries reflect consistent growth instead of peaks and valleys.
4. When is the date of purchase?
This allows you to see the buying cycle length from inquiry to purchase. You can also see which months you have the most and least sales. Again knowing when you have the least sales will allow you to enhance your marketing efforts so your number of sales reflect consistent growth instead of peaks and valleys. It also allows you to recognize when you receive your largest flow of cash so you can adjust your budget and business spending accordingly.
5. Which offers are they inquiring about?
Knowing which of your offerings are most and least popular allows you to refine them. Why is an offering the least popular? How can it be improved or should it be eliminated?
6. Why are they looking?
Listen to what their pain point is and their existing challenges. This allows you to better serve them and recognize needs in the market. Based on their pain point, which of your offerings best serves them? If you see a trending pain point or challenge, is this something you can address through revised marketing copy, new offering, content, or referral?
7. What is their budget?
Ideally, you want to look at price ranges. What is the most common range? Does this align with your pricing? If not, do you need to adjust your marketing strategy, sales copy, or pricing? Do you need to hire a sales coach to help you with conversion and closing techniques?
8. What is their desired date of service/delivery?
Knowing when your busiest months are allows you to plan labor accordingly. Will you need to bring on part-time help or contract out work? How will you plan business (launches, vacations, etc) around these trends?
9. Why did they choose not to purchase?
The default answer tends to be money or time, however, if you probe deeper you can find really valuable information. Why was your offering not a good fit for them? What needs to be communicated better (verbal and written) in terms of benefit and value? What are you communicating (verbal, visual, and written) that attracts leads that do not purchase?
10. Where did they end up purchasing?
Getting this answer may be a little more challenging, however finding the answer is helpful in determining your strongest competitors. What are the difference and similarities between you and your competitors? What are your business strengths that you need to focus on and enhance?
HOW TO GATHER INFORMATION
You can gather information using a variety of CRM tools, Dubsado, or even Google Forms. What I love about Google Forms is it converts information into graphs so you can see your client data over the period of a year. When you have a year’s worth of customer data it allows you to see trends in your business so you can be more strategic in your planning and goal setting.
What additional questions would you ask for your business? Share in the comments below or join the conversation in our community.