Collecting Customer Data The Easy Way
Market research is a critical component of any marketing strategy. There are many expensive sources of customer information available today. But, if you don't have a large marketing budget for market research, what can you do? There a four easy and inexpensive ways to gather marketing data by using your existing customer base. You will start with the commitment to collect data constantly. 1. The Constant Thirst for Customer Information Every customer and every prospect represent an opportunity to discover what your larger market wants and needs. But you have to be on your toes! In addition to selling your product, you need to be focused upon collecting data also. This will only happen if you understand and value what customer data can do for you. Every time a prospect or client talks to you on the telephone or visits your web site, use the opportunity. Prompt customers or visitors to tell you more about their needs. Make certain you have a feedback form that is easy for them to use. It should also have an incentive attached so they will take the time to provide you with valuable information. That incentive might be a discount off a next purchase or an entry into a drawing for one of your products. When you are given the opportunity to be in direct communication with a customer (on the telephone or in your store), you need also to develop the skill of asking open questions. 2. Ask Open Questions of Everyone Most people who claim to be in sales or marketing don't practice one of the fundamental skills of sales, using open questions. They typically ask questions of prospective customers that can be answered with a "yes", "no" or grunt. Those are called closed questions because they close down your customer's ability to elaborate with useful information.
If people aren't talking to you, that's the number one reason! So, learn a new skill if you want to gather customer information and increase sales. Learn to use reflective questions (also called open questions). Reflective questions are questions that begin with "Who", "What", "When", "Where", "Why" and "How". How can you learn to ask reflective questions? Start by writing out a "script" for your next call to a customer. Then check how many of your questions are truly closed questions. Then rewrite them. Now, practice, practice, and practice some more! Using your newly found skill of asking reflective questions, ask prospects and customers what they need and want from your product and your company. Ask customers how they use your product or service and what would make it even more useful.
Asking customers questions will certainly result in a wealth of data you didn't have before you asked. But observing customers with your product will add even more. 3. Observe Customers With Your Products and Services By watching customers with your product, you can gain a wealth of experience concerning what they like about your product, where your product is hard to understand, and what else they might want your product to do for them. This observation will identify any problems that occurred for the customer and lead to new and improved products. These same insights into your customers' needs and problems can also drive your marketing. So, where can you observe customers interacting with your products? Get a booth at a trade show. Set up hands-on demonstrations at your place of business or other establishments if your business is strictly an online business. Conduct free seminars where people can test your products. You can even have family and friends look at and use your products. There is a wealth of customer information to be gained by observing customers and even more can be gained by listening to the questions they ask you. 4. LISTEN! Prospects and customers ask you questions. Each question should be like a big, red neon sign to your brain. Every question is telling you of a need your customer or prospect has concerning your product. It might be a product use, product enhancement, other product, or service need associated with the product. This is all great information for your future product decisions, and certainly critical to your marketing efforts! Learn to listen to your customers. Many of you are only focused upon this potential sale right before you. Instead, become a data-gathering master. You will still be making a sale but you will also be listening and recording all the wealth of information each interaction is capable of delivering to you. In summary, if you want to ensure repeat orders and the continued growth of your business, keep focused upon your customer's and prospect's needs and wants. That data collection process is your responsibility. Learn to use the easy and inexpensive methods we've discussed here and you will be well on your way to business success. Michele Schermerhorn calls herself a "Corporate Freedom Fighter" dedicated to freeing cubicle prisoners to experience their own successful online business. She has over 30 years experience in the business world and over 12 years running her own successful online businesses. She is President of Online Business Institute Inc. (http://www.obinstitute.com), authors a sassy marketing blog (http://www.imarketblog.com), and regularly conducts free online seminars. Online Business Institute Inc. exists to "Create Successful Online Business Owners One Person At A Time".
Related News
|
 |
|
|
RELATED ARTICLES
Radio Advertising Works With These Tips!
Advertising on the radio can be an effective lead generation strategy. But like all marketing tactics, success or failure lies in its implementation. Here are 15 important tips to help make your radio advertising more profitable.
Marketing Plans... A Simple Approach To Get Off The Marketing Roller Coaster
Are You Riding The Marketing Roller Coaster?
Do You Have This Important Tool in Your Marketing Arsenal?
Many business owners do not understand the authenticity and validation that a simple toll-free number adds to their business presence.
The Top Seven Marketing Mistakes
In my view, nearly all government statistics about reasons for business failures are nonsense.
How Price Gouging Can Hurt Your Business
"Price gouging" is an emotional, inflammatory term. Everyone is against it, but only buyers, angry over excessive profit-taking, proclaim it. As a seller, how can you reap the profit rewards you deserve without being accused of price gouging?
Marketing Secrets #101- Your Most Important Sale
Which sale is the most important one you will ever get from a
client?
How To Turn $100,000 Into $1,191,817 In Just One Year Part II
Turning a modest $100,000 annual turnover into $1,191,817 may sound outrageous but if you really understand the fundamentals of marketing this becomes quite achievable.
10 Ways to Get Your Flyers Noticed
An inexpensive way to promote your services is to createvarious flyers and distribute them wherever you go -- pinthem to the bulletin boards at the library, bookstore,handout out at networking events, or playing tennis. Hereare 10 tips on how to get your flyer noticed and remembered.
How To Market A Seminar
Have you ever left a seminar thinking: "I could have done a better job than that!" Before you start signing up attendees, take a few minutes to think about what you are getting into. Putting on a seminar involves planning, time, and money. Understanding the ins and outs of the industry will go a long way in helping you hold a successful seminar. That's where I come in. Over the past 4 years, I have put on over 4,000 seminars, and a handful of national conventions. I will help you plan the event, and make sure that someone shows up!
How to Write Irresistible Promotional Pieces that Attract More and Better Clients
Whether you're creating a sales letter, a brochure, a newsletter, or any other business promotional piece, you need to write in a way that not only explains your product or service, but that also compels your prospects to contact you. A well-written promotional piece entices people to seek out more information, whether it be via a phone call, an e-mail, or an in-person visit. A good promotional piece also showcases your professionalism and your creativity.
Online Magazine Subscription Services Make Shopping Online Fun For Magazines
If recreating the old experience of subscribing to magazines by filling out a subscription card is essential to the success as an Internet retailer, then MagMall.com takes top awards. The retailer has created a web site with all the ease of use of the original pop out cards through fast loading graphics, and an intuitively designed layout that is both easy to follow and navigate.
Receiving a Brochure Printing Quote
Brochures are a great way to get your message across. While having a brochure can be extremely useful, it is sometimes hard to know whether it is affordable. The price for brochures can vary widely, with many variables contributing to the final quote.
Principles of Marketing 101
Marketing results should be measured in only one way ? increased sales. Marketing should not be considered an art form. Its mere existence is not enough. Marketing is the first step to the sale. There are seven underlying principles upon which to base your marketing strategy and efforts. Follow them and your business will be a raving success. Violate them and you will fail as so many small businesses do.
11 Rock Solid Techniques For Generating Product Ideas Anytime Anywhere!
Whatever business you are in, either online or offline,
you've got to constantly generate business/product ideas.
Direct Mail Response Rates Mislead if You are Careless
I could tell you that the average temperature in the world is 60 degrees Fahrenheit. But that fact wouldn't keep you from getting sunstroke in Cairo. Or frostbite in Tuktoyaktuk. Averages tell you only so much.
How Do You Know Your Clients Cant Pay More?
"My clients can't afford higher rates."
Loan Officer Websites: Your Marketing Hub to Magnetize Realtors
Too many loan officer websites look like congested intersections, information running every which way. Fancy gadgets, like calculators, online application submission forms and loan programs filled with jargon that customers don't understand.
Direct Mail Marketing Done Correctly, Cannot Fail
So how do you do it?
You Must Get Going If You Want To Get Growing
For many of service-based businesses out there, it's not that you don't know you should be marketing or don't want to get better at it. It's just that you don't.
The Top 10 Ways to Market your Business or Professional Practice Without Advertising
Every business and professional practice MUST be in the public eye. You need customers! Folks need your goods and services -- it's a mutual alliance for mutual benefit! But if potential clients and customers don't know you exist, or can't find you, you will go bankrupt! They won't benefit from your services, and you won't make any money. So, marketing is a necessity. Advertising is one form of marketing, but it's terribly expensive. Here are the Top 10 alternatives:
|