BUSINESS BASICS NUMBER 4
Ask your customers what they want. While it is easy to assume that we know what our customers want and while in many cases we genuinely may know, it is dangerous to stop there. We may be pretty sharp business people, but that does not make us mind readers. I have seen cases in which business owners thought that they were. Of course, it was those cases in which the business owners’ assumptions directly or indirectly were harming the businesses. We must ask our customer what they want.
Many different techniques can be used to determine what your customers want. Here are some:
- Online surveys.
- Email surveys.
- Follow-up surveys.
- Point of sale, informal conversations.
- Street interviews.
- Focus groups.
When you ask your customers what they want, be prepared to receive that feedback. Some of it might align with your preconceived notions and some might not. Allow that feedback to reaffirm that things you knew. Additionally, and often more importantly, allow that feedback to enlighten you about things that you did not know. Armed with that knowledge, now you can revamp your strategy, marketing, staffing, or products and services to enhance your business’s success. One insight gained via customer feedback could spark a whole new product or service direction.
This is so simple, we almost miss it. That’s why it is a business basic. Just ask!
