Often in business, we find ourselves in a state of uncertainty, aware that something isn’t quite right, yet struggling to articulate the issue. We can sense that certain aspects are not working as they should, but we struggle to pinpoint it precisely.
What is the heartbeat of your business? Costumers will tell!
Human beings are inherently uncomfortable with uncertainty. Psychological experiments have demonstrated that people are more accepting of bad predictions, such as being told there’s a 30% chance of recovery, than they are of complete uncertainty and ambiguity.
So, if you want to pinpoint exactly what’s wrong with your business, ask your customers!
However, it’s crucial to avoid creating the impression that you’re seeking advice on what to do. That’s not the impression you want to convey because it could make customers believe you’re not in control of the situation, potentially undermining your expert status.
Pose open-ended questions
Now, how should you ask your customers? You can do it through email, phone calls, or in-person interactions. The approach may vary depending on your industry, but one fact remains constant: the most personal approach is often the most effective. So, if you call a customer and pose open-ended questions without any leading suggestions, you’re likely to receive richer and more insightful responses.
Here’s another important point: don’t be afraid. In over 90% of cases, customers will be delighted that you’ve asked for their opinion. This approach helps you build stronger and more enduring relationships with them.
All you need to do is inquire about their impressions, seek their feedback. Once you’ve gathered feedback from dozens of customers, you’ll have a clear understanding of recurring issues or problems.
However, it’s crucial to remember that while customers can help identify the primary problem, they may not provide the solutions.
As Henry Ford once famously said:
“If I had asked people what they wanted, they would have said faster horses.”
