Are you looking for clarity on what you do? Everyone talks about knowing what your customers want and putting their needs at the heart of your business, so how about talking to them directly?
Ask your clients why they engage your services, what problems you solve and the benefits you bring. Check what they like about your service and what they think you could improve on. What makes you different or special in their eyes?
And the most powerful question of all? Ask them how they would describe what you do.
5 reasons why asking clients for direct feedback makes sense
- Clients like to be asked. Contrary to what you may think, most clients really welcome your request. They want to tell you how they feel about your work and what would make the process even better for them in the future. Simply asking them makes them feel valued.
- Your clients are the best people to tell you what you do. There’s nothing more powerful in marketing than the ability to see your company through your customers’ eyes. Often what you think you’re good at is not where the real benefit lies. This will give you a whole new perspective on what you do.
- They’ll tell you how to market your business. Your customers know how they want to be communicated with and what information they like to receive. Ask them, and they’ll tell you honestly. They’ll show you where to focus your marketing efforts in the coming year.
- You’ll get testimonials for your website. Positive feedback means valuable testimonials for your website. Most clients are happy to give you a testimonial after a successful project, but they find it difficult and time consuming to craft one. This process will ensure you get meaningful quotes without too much effort on your clients’ behalf.
- It will boost your confidence. I’ve conducted this process for many business owners this year and the feedback has been overwhelmingly positive. Any criticism has been wholly constructive. It’s a hard slog running a business and glowing feedback is a welcome boost, particular in these uncertain times.
Don’t conjure up your value proposition in a vacuum. Involve your clients in the process.
Getting someone independent or unconnected with the project to conduct this research often works best. Clients tend to be more open and honest if they talk to someone who wasn’t involved (and it’s less uncomfortable for you).
Select five of your top clients or projects, structure your list of questions in advance, pick up the phone and record their answers verbatim.
You’ll be amazed at the value of the information you get back.
For a bit of enlightenment on the client perspective, have a look at Sonia Simone’s fantastic article ‘50 Things Your Customers Wish You Knew’.