How Customer Feedback Can Increase Your Sales


Have you ever heard the saying, “Don’t ask a question you may not like the answer to?”

Have you ever stopped to realize how stupid that is? Every question has, at minimum, two answers – yes or no. The intrinsic nature of a question means that you run the possibility of getting an answer you don’t like.

Am I going to make it, Doc?
Where is this relationship going?
Are you ready to move forward with our product?

Unless you can figure out a way to gain information from people (or you’re a trial lawyer) without asking questions, you’re going to get answers you don’t like.

But that’s not a bad thing.

You already know that you won’t win every sale. So why not learn why it didn’t go through so that you can avoid those same pitfalls in the future.

Undiscovered Needs
A 15-minute conversation, with the right questions, could help you uncover things you didn’t know about your prospect. Take this opportunity to ask the questions you wish you had asked during your pitch – and make note if you get good responses. You may be able to use them in your next sales call.

Long-time ESA client, Brett, even discussed his experience with the 15-minute rule in our April 27 podcast episode Some Change Can be Good.

Customer feedback is a great way to better yourself. Asking things like, “How well do you think I understood your needs?” and “What questions could I have asked to better learn about your business?” can help solidify your sales future.

Don’t Be Scared of the Negative
No matter how hard you try, there are always going to be people who just won’t buy your product, no matter how hard you try. Maybe they just don’t feel like it’s a good match, or maybe you remind them of the weird kid they sat next to in freshman algebra. Be willing to talk with and listen to even the most negative person in your CRM. Learn from his likes and dislikes and remind yourself that you’ll never please everyone every time.

Whether you set up a quick face-to-face meeting, you call or you send out an electronic survey, encourage your prospects, clients, and former clients to talk to you so that you can build a better sales model in the future.

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