I read an awesome book in January called UnMarketing by Scott Stratten.
In one of the chapters, Scott talks about the importance of what he calls “Stop, Start & Continue” questions in your business.
Here’s a quick breakdown of each:
A “Stop” question would be things you should stop doing whether its with your clients, employees, co workers.
I don’t care how solid a relationship is, there is always something, somebody wishes the other person would stop doing.
Example: I once worked for this dude years ago who would always ask me to stop clicking my pen. Truth be told, I clicked my pen because he never asked me what he should stop doing which was creating an environment where I enjoyed clicking my pen to piss him off.
It doesn’t have to be packaged in some elaborate sales speak. It can simply be a
“What should we stop doing?”
Then, there are “Start” questions.
A start question is designed to find out things that you need to be doing that you aren’t.
This is a very cool question to ask your clients because typically a competitor will ask that question in their needs analysis about you.
Why the heck should they be more in the know than you?
Even if they don’t, it goes back to something I like to say (way to much)
Everyone has a story and wants to be heard.
Last, but not least, there are “Continue” questions.
These are things that they are digging about you, that they want to see more of.
You might be doing something amazing for your clients that to you is business as usual.
Once you identify it, you can offer it to more clients and as a point of differentiation when speaking to prospects.
Now whether you choose to use a formal survey to capture this information or simply have a dialogue, I have three pieces of advice for you . . .
1) You better respond!
Note: I didn’t say you had to do everything they just told you to do (or not to do) but you do need to let them know their opinion matters.
As a consumer, I become what experts define as “PO’d” when I take time to do a survey and it has become apparent that its just a maneuver to appear interested in my experience; when in fact they aren’t!
2) Tell your ego to wait in the car and take your lesson!
If all you are going to do is go into denial, get defensive and write off the feedback as ball breaking . . . I say don’t bother!
3) Take action! Don’t ever let this stuff sit in some excel sheet, flip chart or get tied up in some committee.
That, to me is the equivalent of a corporate death rattle!
Final Thought: Don’t limit your new found inquisitiveness to customers, co workers and employees . . .
Ask them in ALL your relationships!
You can pick up that UnMarketing by clicking here (affiliate link)
Paul Castain is the Vice President of Jedi Mastery for Castain Training Systems where he works with organizations and individuals to achieve higher levels of performance. For more information on how Paul can help you and your company click here dude.
