Serious Marketing: Ask Your Clients For A Story
If you are serious about marketing your business, I have a challenge for you.
Pick up the phone and call 10 of your clients.
One of the services we offer at goBRANDgo! is Ideal Client Profiling. The premise is this: We contact 8-10 of your clients, ask them about their buying decisions before they found you, when they found you, and why they stick with you.
It’s pretty simple. The whole thing can last 5, 10 or 20 minutes, depending where the conversation takes us.
I know what you’re thinking: “My customers wouldn’t want to talk to a random person about our services.”
I’ve talked to clients who don’t know me, goBRANDgo!, or any employees they are purchasing from, yet I can’t get them off the phone after 45 minutes of discussing the brand, the service, the current forms of marketing, etc.
These are the same people who follow up with more phone calls and emails saying, “I forgot to tell you this, and this. Here’s what they should do to get more people like me.”
All I did was pick up the phone and ask them to tell me a story.
So can you.
Stick to these 6 frameworks, and you’ll learn something new about your business.
- Take me back to the day when you first decided you needed to find a XX solution to your XX problem. What triggered your search for one? (Ask for a story. Did you start looking for a new coffee shop because your favorite barista quit and your latte just isn’t the same without a floral design on top?)
- What criteria did you use when searching for XX solution?
- How did you find ABC Company? If online, what websites did you find helpful?
- What was the deciding factor between ABC Company and other brands? How did you decide which was best?
- What keeps you coming back to ABC Company? What things do you enjoy about the brand, what things would you like to improve upon?
- If you had to convince a friend to use ABC Company, what would you say?
Act like a reporter.
When you hear an answer that intrigues you, chase it. Ask followups and steer from the guideline if the information is valuable.
Be transparent. Tell them who you are and what you want to accomplish. You’ll find that people like helping people.
You may feel awkward asking these questions at first, but once you get comfortable you’ll be comfortable with longer conversations involving more questions.
So, what do you do as a result of these conversations?
Moving forward in your marketing pieces, use phrases the customers identified with, address common concerns they had when choosing your product, and listen to their suggestions.
In the end, your customers will identify your strengths that need to be marketed and clarify your weaknesses that need to be fixed.
Give it a try.