3 Questions Your Customers Are Dying For You To Ask

question marks
When it comes to setting up their marketing, many small businesses make the mistake of starting from a self-centered perspective – “Here’s my product, and this is why it’s the best!”  Then, after months of tireless effort, they scratch their heads and wonder why they aren’t getting the conversion rates they want.

The fact is, successful marketing demands more than just a breakdown of features and benefits. You need to get into the heads of your customers and understand their needs, wants, and deepest desires. 

To begin developing that understanding you need talk to your customers and ask questions that help you figure out what truly drives their buying decisions.  Getting these answers will not only help you market in the future, it will help you guarantee a satisfied customer.

Here are three questions that you should start asking.

Question #1 – “What’s The Real Problem You’re Trying To Solve?”

girl with power drillOne of the most important aspects about marketing a product is seeing past the product itself and appreciating the very real issues that drive your customer to seek out what it is that you are offering.  In essence, your customer is not looking to buy a product – they are searching for a solution to a problem.  They have a need to be fulfilled that is larger than the product itself.  Take power tools for example.  When customers walk into a store looking for a drill, they don’t really want to buy a drill.  They want to buy an easier way to make a lot of holes.  The drill is just the means to an end.

Being told about how your drill is easy to use will put them in a stronger buying mood than hearing about all the impressive features your drill comes with.  To be fair, however, some of your customers might just walk into your store looking for the “latest and greatest.” But essentially, that’s just another problem they want solved – the need to feel good about owning something that will impress others.  Address that when you are marketing to that kind of customer and you will make more sales.  The key to successful marketing is to understand the individual needs of your target market and to design your approach accordingly.

The Take-Away: Discover the real issue(s) that your customers are trying to solve, and direct your focus to showing how your product meets those needs rather than trying to dazzle them with sales hype

Question #2 – “What Makes You Uncomfortable With Buying A Product Like This?”

uncomfortable buyerYour customers have made plenty of buying decisions in the past – many of which they’ve come to experience “buyer’s remorse” over.  They carry that emotional baggage into every transaction they make, constantly evaluating the risks against the rewards.  While they are considering buying your product or service, they are running a silent conversation in their head to determine if they can justify their purchase – and if they can trust you as a provider.

They may be worrying about how quickly they can make their money back after the purchase of your product.  They may have doubts about your sales claims based on memories of being burned in the past.  They may have doubts about whether the product is the right fit for them, whether they should go with a competitor, or what their options are if it does not meet with their expectations.  At this point, they have no interest hearing about how great your product is – they want to feel safer about making the purchase.

When you are preparing your marketing strategies, don’t try to shy away from facing all the reasons your customers might not want to buy what you are selling.  Instead, discover each objection ahead of time and bring it up to customers before they even think about it, making sure to position your product’s features (and your personal guarantees) in a way that defuses the tension they are feeling deep down inside.

The Take-Away:  Consider all the reasons that a customer would second-guess a decision to buy, and learn what is causing that emotional resistance in the first place.  Then tailor your marketing to preemptively address their objections.

Question #3 – “How Can I Make Sure You’re More Than Satisfied?”

very satisifed customerFace it – no customer likes being “sold to,” or made to feel that they are just another commission for you to pocket.  Instead, they want to feel like they have come out way ahead by doing business with you, and that they are looking forward to doing so again and again in the future.  Master marketer Tom Peters calls these “raving fan customers,” and they are what you are truly after in your business.  Raving fans become fiercely loyal to you, bring you repeat sales, and attract new customers to you by authentic word-of-mouth referrals.

How do you satisfy a customer to the point where they are truly won over to your side?  Consider every transaction a chance to truly wow them.  Discover their pain points and make things better for them.  Make them feel good when you communicate with them.  In short, consider them more than simply a customer or a client – consider them a real person, with a real problem, who has a real need to be helped by you.  And if helping them (rather than helping yourself) is what is truly on your mind, they will reward you with more sales and more referrals.

The Take-Away:  Don’t focus on the sale.  Focus on the customer, treat them as exceptionally as you would want to be treated, and reap the benefits of a long-term business relationship.

The Questions Don’t Have To End Here

Once you get into the habit of looking at your customers with these three questions in mind, additional questions will pop into your head as you become more sensitized to the needs of the people who buy from you.  Spend some time coming up with relevant answers to these questions as well – either by imagining a customer’s perspective or talking to them directly – and you’ll enjoy the higher revenues that result from your effort.

Reader Comments

Jun. 19. 2008 3:10 PM
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I like how your entry takes a sensitive approach to marketing, focusing on how a product should be improved for the consumer’s needs rather than ‘for the sake of competition’. Good advice!


Jun. 20. 2008 2:12 PM
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Jeremy, I think improving for the sake of the consumer is much better than improving for the sake of competition.

Competitors often get locked into a one-upping type of battle, and tend to forget that the consumer is even involved. Don’t get me wrong, competition can be very good for the consumer, but I think it’s important to think of the consumer before the competitor.


Nov. 2. 2011 2:58 AM
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@Mason Hipp - that’s the downfall of fierce competition.  Companies spend more time trying to outdo each other than actually focusing on the customer’s wants and needs.


Jan. 30. 2012 3:23 AM
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Take these questions and ask them to your customers. You can be sure that the answers they give will be signage on your roadmap to becoming a better company that provides value to its customers.


Aug. 11. 2012 7:17 AM
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You’ve got it, whatever that means in blogging. Anyway, You’re definitely someone that has something to say that people should hear. Keep up the wonderful job. Keep on inspiring the people!


Nov. 7. 2012 10:19 AM
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This is a really good read for me, Must admit that you are one of the best bloggers I ever saw.


May. 26. 2013 11:39 PM
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Pretty neat I am always pleasantly surprised every time I visit this site


Mar. 13. 2014 4:10 PM
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All really great questions, but the first one takes the cake in my opinion becase when buying glue, for example, you’re not only looking for something to make stuff stick together becase that’s basically what every type of glue does. You’re also looking for something that doesn’t stick to the cap or your hands, and something that dries off fast, as well as something that’s durable.


Mar. 21. 2014 12:31 PM
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The list can continue. Customers always expect the best treatment, and if you know what;s good for your business you’ll give it to them.


Mar. 31. 2014 8:53 AM
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Clients have so many questions for you, the list is too short.


Mar. 31. 2014 11:46 AM
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Ask away customers! I’m here to answer any question you may have!


Apr. 1. 2014 9:47 AM
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Short version, communicating with your customers is one of the most important customer care campaigns you could develop :)


May. 28. 2014 11:19 AM
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the main issue with owning a business nowadays is that people don’t really trust you, so transparency is key when trying to relate to your customers. Every manager has things he wants to keep away from its customers, but if you avoid answering questions you can just as well say goodbye to them


Jun. 26. 2014 6:17 AM
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seems to stipulate or is this just a statistical artifact within an aggregated narrative about women that’s even harder to swallow


Aug. 4. 2014 7:43 AM
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Believe me, being in PR for over 20 years has taught me that every businessman that wants to succeed and works harder than anyone else in the company will eventually get what he wants, because it’s impossible to fail if you are dedicated and a hard worker


Aug. 16. 2014 11:08 AM
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I have been a customer service officer for last three years and faced many problems in my starting. But, then I took assignment help UK for the tips and by those tips I can now handle any type of customer easily


Sep. 6. 2014 6:10 PM
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boltauns


Sep. 27. 2014 7:15 AM
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直径の39ミリメートルのクラシックの円形設計はブランドの伝統が表すので、造型の入念な殻の耳は、修飾をぴかぴかに磨いて、円でと外側のコースと三角形の物を押しのけて紋様の外側のシャネル激安コースの構成する両外側のコースを陥れて、腕時計を更に独特のものがあらせます。その中はシャネルの三角形の物が紋様を陥れるのを象徴して、式に入って表しを回るのが辺鄙なことに用いて、背を表してもし昔設計シャネル激安の類が円のアーチ型を呈する。ラッパの形のを呈して式に入って冠を表して突然現して利の尼のシリーズの精致な美学を切りを回ります。

  別の時計の文字盤もブランドの表を作成する知識と伝統を例を引き証明しました。各時計の文字盤は皆漆面を通じて(通って)装飾して、あるいは扮して黒色あるいは銀をめっきするすばらしい「rayonflammトde lagloire」で紋様を放射して、そして金の立体を下に敷いて時間標記する資格があって、時計の文字盤の配置は腕時計の異なる機能にかかって、全部利の尼のシリーズを切って漕いで三大分類に分けることができます。CelliniDateは副時計の文字盤のポインターを通してカレンダー機能を加えて、華実は兼備して、最後に、CelliniDualTimeは同時に2つの
シャネル時計コピー標準時区の時間を表示することができて、そして第2標準時区の副時計の文字盤の窓口で優雅な太陽が月と昼夜指示するのを組み立てます。すべての新作は利の尼の腕時計を切って皆きわめて精密で正確なのを配置して自動的に鎖の機械の悪がしこい心に行って、シャネル激安すべて皆天文台を得て計算してそしてシャネルのから製造するのを認証して精密な時になります。最も純粋な伝統の風格が現れるため、これらの腕時計が用意して明るい黒色あるいは茶褐色ワニの皮バンドがあって、縫って辺に扮して、そして18ct金のバックルを配備して、適切に勢力のある人の優雅な風格が現れます。


Nov. 18. 2014 2:46 PM
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Thanks for everything


Nov. 19. 2014 4:52 PM
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Why do I think the question is more important than the answer?


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