When I've asked people in business what they do to keep in touch with current clients, usually the answer is "they get put on a mailing list, etc..." but have you ever thought about asking them what they think of you and your company? Usually the answer is no, and surprisingly the reason why people don't is that they're scared.
Scared of hearing they're doing something wrong or they are below the clients expectations. That makes about as much sense as a Waiter avoiding your table after he’s served the food because he’s concerned you won’t like it.
When would you rather hear about your shortcomings, while they're a client, or after they go to your competition?
It's a very simple process called Stop, Start, Continue. Take a list of your current customers and if it's small enough, call each one (or if too large, email them) and ask them this one question:
"Here at ABC Inc, we value you as our client, and we know that communication is the key to a long and beneficial relationship for both of us. I would like to know from you what I should STOP doing, what I should START doing and what I should CONTINUE doing as your XYZ (insert service here)"
You'll be amazed at the responses. If they're negative, fix it. If they're positive, mold them into testimonials.
Don't wait until you lose your client to try to fix a problem. Send this out today and let me know how it goes.
Scott Stratten is the President of Un-Marketing, a firm that works with business owners to help them become customer magnets. He uses proven methods of successful marketing to increase awareness and sales both within a company's current customer base and new ones. He recently appeared in the Wall Street Journal, USA Today and Fast Company and his articles have been published all over the world.
To sign-up for his bi-weekly newsletter to learn how to be a customer magnet, send an email or drop by his website.
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