Businesses that take the time to know their customers see higher sales and greater long term success than those who don’t, claims Marc Gordon.
“It’s astounding the amount of information customers are willing to share with businesses they buy from,” says Marc. “All a business owner has to do is ask and listen. The feedback is essentially a roadmap for success.”
Here are three tips he shares on how a business can learn more about their customers.
Talk to them outside of a business setting. Nobody will give you an honest answer in front of co-workers. That’s why you need to get your customers out of a business setting. Take them out for lunch, meet them at a trade show, or visit them at their homes. Casual settings make people relaxed and more likely to share their opinions and ideas.
Create opportunities for feedback. A client of Marc’s who owns a steak house wanted to introduce new menu items, but didn’t know which ones would be a hit. Marc suggested creating a “President’s Club” where people would be invited to exclusive tasting events. For a fixed fee, customers would try the new dishes, plus there would be guest wine experts and chefs offering advice. Customers join the club by signing on to the restaurant’s email list. The result was free press for the restaurant, a growing email list, an added source of revenue during slow times, and lots of customer feedback.
Be hands on. Too many owners stay in their offices, hidden from the day to day interactions with customers. Walking the floor, working the counter, and making visits with the sales team is a great way to learn more about your customers, while also making them feel valued and appreciated.
Marc Gordon, known as the Customer Experience Expert, is a nationally recognized speaker, media personality, and consultant. He has been referred to as Canada’s marketing superstar by the Oprah Winfrey Network. To learn more or arrange an interview, contact him at (416) 414-9089, or firstname.lastname@example.org. You can also visit marcgordon.ca.