| Market research is a critical component of any | | | | they need and want from your product and your |
| marketing strategy. There are many expensive | | | | company. Ask customers how they use your |
| sources of customer information available today. | | | | product or service and what would make it even |
| But, if you don't have a large marketing budget | | | | more useful. |
| for market research, what can you do? There a | | | | Asking customers questions will certainly result in |
| four easy and inexpensive ways to gather | | | | a wealth of data you didn't have before you |
| marketing data by using your existing customer | | | | asked. But observing customers with your |
| base. | | | | product will add even more. |
| You will start with the commitment to collect data | | | | 3. Observe Customers With Your Products and |
| constantly. | | | | Services |
| 1. The Constant Thirst for Customer Information | | | | By watching customers with your product, you |
| Every customer and every prospect represent an | | | | can gain a wealth of experience concerning what |
| opportunity to discover what your larger market | | | | they like about your product, where your product |
| wants and needs. But you have to be on your | | | | is hard to understand, and what else they might |
| toes! In addition to selling your product, you need | | | | want your product to do for them. |
| to be focused upon collecting data also. This will | | | | This observation will identify any problems that |
| only happen if you understand and value what | | | | occurred for the customer and lead to new and |
| customer data can do for you. | | | | improved products. These same insights into your |
| Every time a prospect or client talks to you on | | | | customers' needs and problems can also drive |
| the telephone or visits your web site, use the | | | | your marketing. |
| opportunity. Prompt customers or visitors to tell | | | | So, where can you observe customers interacting |
| you more about their needs. Make certain you | | | | with your products? Get a booth at a trade show. |
| have a feedback form that is easy for them to | | | | Set up hands-on demonstrations at your place of |
| use. It should also have an incentive attached so | | | | business or other establishments if your business |
| they will take the time to provide you with | | | | is strictly an online business. Conduct free |
| valuable information. That incentive might be a | | | | seminars where people can test your products. |
| discount off a next purchase or an entry into a | | | | You can even have family and friends look at and |
| drawing for one of your products. | | | | use your products. |
| When you are given the opportunity to be in | | | | There is a wealth of customer information to be |
| direct communication with a customer (on the | | | | gained by observing customers and even more |
| telephone or in your store), you need also to | | | | can be gained by listening to the questions they |
| develop the skill of asking open questions. | | | | ask you. |
| 2. Ask Open Questions of Everyone | | | | 4. LISTEN! |
| Most people who claim to be in sales or marketing | | | | Prospects and customers ask you questions. Each |
| don't practice one of the fundamental skills of | | | | question should be like a big, red neon sign to |
| sales, using open questions. They typically ask | | | | your brain. Every question is telling you of a need |
| questions of prospective customers that can be | | | | your customer or prospect has concerning your |
| answered with a "yes", "no" or grunt. Those are | | | | product. It might be a product use, product |
| called closed questions because they close down | | | | enhancement, other product, or service need |
| your customer's ability to elaborate with useful | | | | associated with the product. This is all great |
| information. | | | | information for your future product decisions, and |
| If people aren't talking to you, that's the number | | | | certainly critical to your marketing efforts! |
| one reason! | | | | Learn to listen to your customers. Many of you |
| So, learn a new skill if you want to gather | | | | are only focused upon this potential sale right |
| customer information and increase sales. Learn to | | | | before you. Instead, become a data-gathering |
| use reflective questions (also called open | | | | master. You will still be making a sale but you will |
| questions). Reflective questions are questions that | | | | also be listening and recording all the wealth of |
| begin with "Who", "What", "When", "Where", | | | | information each interaction is capable of delivering |
| "Why" and "How". | | | | to you. |
| How can you learn to ask reflective questions? | | | | In summary, if you want to ensure repeat orders |
| Start by writing out a "script" for your next call | | | | and the continued growth of your business, keep |
| to a customer. Then check how many of your | | | | focused upon your customer's and prospect's |
| questions are truly closed questions. Then rewrite | | | | needs and wants. That data collection process is |
| them. Now, practice, practice, and practice some | | | | your responsibility. Learn to use the easy and |
| more! | | | | inexpensive methods we've discussed here and |
| Using your newly found skill of asking reflective | | | | you will be well on your way to business success. |
| questions, ask prospects and customers what | | | | |