Buyers Know
Want to know what keeps customers coming back? Why don't you just ask them?
How do we stay close to our customers and understand their key needs and the changes going on in their environment? Also, what probing questions can you ask to understand them better than before and better than your competitors?
Some 20-odd years ago, I started a process of customer interviewing that had tremendous benefits in both keeping customers and acquiring new ones. Some would be audio interviews, in which customers talked about why they bought, who they considered in the process and what benefits they had received since using our services. These interviews would then be played as testimonials and tools to handle common objections from prospects where a satisfied customer became my best salesperson. A funny thing happened in these interviews: I learned why customers buy and what I needed to do to maintain and grow their loyalty long after the sale was completed.
Continue reading this article - and everything on Entrepreneur!
We make some of our best content available to Entrepreneur subscribers only. Become a subscriber for just $5 to get an ad-free experience, exclusive access to premium content like this, and unlock special discounts.
Entrepreneur Editors' Picks
-
Kale Was a Garnish Before This Creative Genius Made It Famous. Here's How She Did It — and What She's Planning Next.
-
Telling Your Brand Story Is Crucial. 4 Steps to Ensure That It Resonates.
-
This Baker Was Told Not to Speak Spanish With Colleagues, So She Started Her Own Cake Company That Values Employees Just as Much as Customers
-
Improving Yourself Takes 9.6 Minutes of Work Each Day
-
Meet the Women Behind Some of McDonald's Most Iconic (and Essential) Ingredients — and How They're Setting New Standards
-
Remote Work Shouldn't Be Up for Debate
-
Employees Are Over Foosball Tables and Free Snacks. Your Company Culture Needs This Instead.