Do you make this BIG mistake when asking your clients for feedback?

Do you make this BIG mistake when asking your clients for feedback?

Asking your clients for feedback is always a good practice — but using their feedback to attract new clients may not be.

Let me explain…

When the idea first popped into my head that I might enjoy training in the martial arts, I was attracted to the usual cast of benefits: increased personal confidence, self-defence and fitness. But once I started training, and as my training progressed, I found myself more and more interested in the precise body movement that the training demands.

In fact, rather than thinking of kata (the specific set of karate moves that make up forms) as the less pleasant — albeit necessary — part of my training, it became the primary reason I went back, and continue to go back, to the dojo.

But when I try to explain the satisfaction and enjoyment I get from something as obscure as ‘precise body movement’ to anyone but the uninitiated, what I usually get is a blank stare.

That underscores one of the most important distinctions you must make when understanding your clients’ motivations:

The reasons people first consider a product or service are often very different from the reasons they stay with it.

Don’t make the mistake of confusing those different motivations in your sales and marketing. When asking your clients for feedback, help them access the hopes, interests, challenges and skepticisms they had before they started working with you.

This way, you ensure that your messaging is relevant and compelling to attract new clients.

Essentially yours,

Michel Neray
Chief Differentiation Officer
The Essential Message