In our last post, we talked about how the gift-giving process makes you a better marketer. The final similarity discussed was evaluating your feedback, which is crucial to your success in marketing.
The problem is that it can be difficult to evaluate your feedback. Prospects and customers are human, so they’re complex. Perhaps they fit your buyer persona except for one crucial aspect, which is causing your marketing to miss the mark.
Another issue is that human beings want to position themselves in the best light possible. Said another way, peer pressure never goes away. Focus groups can lie, surveys can mislead and customers can tell you they want things that they really don’t.
How can you evaluate feedback from prospects and customers?
- Develop Buyer Personas, Not Stereotypes — Buyer personas are a fantastic (and necessary) way to attract the right leads, but don’t rely on stereotypes. Research, research, research. You may find subtle differences between members of a persona, so you can adjust your message accordingly.
- Know Your Customers — Once someone becomes your customer, go beyond the persona. Get to know your customer as much as possible. What keeps her up at night? How does she go about her day? Knowing her hobbies, personality and routine can be the difference between servicing a customer and creating a loyal client.
- Listen (and Pay Attention) — When you’re talking to a customer, listen to what he has to say. Don’t check email or mentally prepare your to-do list for the next day. Focus on your customer. If you’re meeting face-to-face, take in non-verbal clues, such as body language and facial expressions. Listening is an art form that can strengthen relationships and develop trust.
- Study Psychology — Don’t worry, you don’t need a degree. But understanding basic psychological concepts can help you develop relationships, business or otherwise. Learn about the different types of personalities, how the human brain processes various types of information and how emotions play into our decision-making process.
Evaluating feedback can be difficult but is a necessary part of the marketing process, especially during the Close and Delight phases. (Huh?) So remember to stay away from stereotypes, get to know your customers, listen and pay attention to them and understand the psychology that drives how human beings think and act. You (and your customers) will be glad you did.
What tips would you add on evaluating feedback?
How do you get to know your customers?
Do you use psychology to do your job?
W’d love to hear your feedback!