One way to get feedback about how good of a job you're doing
is to collect testimonials from customers who are pleased with your
business. Either send them a follow-up questionnaire where they can
write in comments, or call customers following a sale and ask a few
questions. Then ask if you can use their comments in your marketing
materials-this will flatter them and help you tremendously. People
respond to testimonials from others in their industry or someone in
their particular circumstance. Once you know a prospect's
needs, you can whip out your file and share the testimonial that
best mirrors his or her need.
In addition, the process of collecting testimonials is another
good way to do on-the-spot market research. You'll learn lots
by asking for feedback, and this affords you a way of keeping in
touch with your customer base. Just calling for a "testimonial
update" is a sure way of staying connected to your
clients.