There are obvious reasons why people don’t buy a product or service. Price, time, trust, etc. There are also a whole set of other reasons that people don’t buy our product/service that never come up in normal transactions. So how do we uncover these hidden reasons?
Yesterday I shared 6 questions that you should ask people who are giving you testimonials. The first question to me is the most important.
What was the obstacle that would have prevented you from buying this product?
Don’t get me wrong, I like to hear about the things that people loved but those answers are always more obvious. When people share with you the obstacles that kept them from doing something, they are sharing of themselves in a much more personal manner.
We have experienced this with our business workshops that we do here in Salt Lake. People come to our workshop from all over the country so they make sacrifices to be here. When people answer the question about obstacles that would have prevented them from attending, we learn a lot more about them. We learn specifics about their families, that they love pets, that they are caring for a sick mother or father, that their business is struggling, that they fear group interaction, etc.
These answers allow us to connect with our clients on a much more personal and in-depth level. Hearing about a sick relative allows us to send flowers or a card after the event. We can participate in a relationship that is more real.
On the business side, this information also helps with getting people to our events. When we know what those hidden obstacles are, we can speak to those obstacles and let the participant know that we recognize the huge commitment that it takes to be with us. We can also show the testimonials that illustrate the same fears and obstacles that have been experienced by participants in the past.
Are you asking your clients the right questions? Are you looking to discover what factors might be working against the sale of your product/service so that you can help to alleviate those barriers? Asking the right questions is crucial to building lasting relationships with clients.
What are you doing or have you done to find out more about your clientele?