4/29/2009 1:30:00 PM What keeps customers? Ask them
By Kindra Gordon
With the spring bull sale season winding down, it might be a good idea to assess what you might do differently for next year. You might start by taking stock of your customers and understand their key needs.
I recently read an article in Entrepreneur magazine by Barry Farber that suggests we do the obvious to find out why customers do business with us - ask them and truly find out what they want.
Farber, who is the author of the 12 Cliches of Selling, says he started a process of customer interviewing more than 20 years ago, and for the companies he works with it has resulted in tremendous benefits in terms of keeping customers and acquiring new ones.
Now, I'm quite certain Farber's client list does not include seedstock cattle producers. But the principles still apply. By talking with customers you can learn why they bought, who else they considered in the process, and what benefits they were looking for. Farber says the insight gained can also help you pinpoint what is needed to maintain and grow customer loyalty long after the sale is completed.
Here are a few of the questions Farber suggests asking of your customers:
1. What am I or my business not doing that we could be doing to serve you better?
2. What are the three most important criteria you look for when investing in our products/services?
3. If you were running our business, what would you do differently?
4. What could we do to make life easier for you?
So, step out of your comfort zone and call up a few of your customers. They'll likely be impressed that you took the time to ask, and you might discover what direction you need to pursue or expand upon for 2009 and beyond.
