Do you really know who your "perfect" customer is? What type of demographic information do you have about them? Are you certain about what drives them? Why do they buy from you? Why aren't they buying from you? Surprisingly, most business owners think they know what's important to their prospective customers, but don't have a clue. Using an annual survey can help you uncover a treasure chest of information about the "likes" and "dislikes" of your current clientele and can help you better position your brand positioning and offerings.
I admit....I'd fallen victim to communicating to an audience that I really didn't know at all for another business I operate. Sales and engagement became flat over time and I needed to find out why. So, I created a short 12 question survey that included a combination of multiple choice options, yes/no closed-ended questions and one (1) question that required a written comment. The results were mind-blowing! Once the responses were reviewed and analyzed, we were able to clearly determine why my clients had become disengaged. What's more...we discovered what products/services they were willing to spend money on, topics of interest and their socio-economic profiles. The survey responses allowed us to revamp our communication style, offerings and methods of engagement.
3 Tips for Creating a Survey
Make it short and to the point. People will be unresponsive if they determine your survey to be time-consuming.
Understand your goal. What is it you want to know about the responders?
Offer incentives, if necessary. You may consider offering a 10% consultation discount or free item as a "thank you" for taking their time to complete your survey.
Start this new year off by uncovering what drives your customers' loyalty or disengagement. Call me to get the ball rolling. 877-221-0749