Evaluating Feedback: How to Listen to What’s Not Being Said

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.

Local Call by Wes Peck via CC BY-NC-ND 2.0

Local Call by Wes Peck via CC BY-NC-ND 2.0

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.

Why Consumer Intent Is More Powerful Than Demographics

  • 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.

The Art of Follow-Up

  • 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.

Trust is the most powerful currency in business

  •  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.

5 Quirks of the Human Brain Every Marketer Should Understand

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!
Jaime

Let’s chat (about evaluating feedback, your marketing needs or otherwise):
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Boosting Sales 101: 5 Marketing Tips You Should Know

No matter what industry you work in, you need to make sure that you get the most out of it. Sometimes, it can feel as though your business is stagnating. Are you ready to boost your sales? Here are five marketing tips that can help.

"Handy Man" by Frankie Leon via CC BY 2.0

1) Come to grips with conversion rates

At first, the idea of conversion rates may sound a little tricky. It may surprise you to know that you can easily learn how to improve your conversion rate optimization. If you get help from an expert, you’ll see that it’s pretty straightforward. You don’t just want people to visit your site; you want them to (eventually) buy something! If they are just browsing, they are not making you any money.

2) Boost your social media presence

Social media sites can be excellent tools for businesses, yet many neglect them. If you want to make the most of your website, you need to share it on social media. Take a look at some of the best social media sites for online marketing. Once you have familiarized yourself with them, you can start to reap the rewards of using them. If it all seems a little confusing, don’t panic. It’s a lot to take in at once, so you need to take things slow. One step at a time, you will learn how to make them work for you.

3) Try direct marketing methods

Direct marketing is not as simple as it sounds. It means that you reach out to people in a face-to-face way. It might seem a little intimidating, but it doesn’t have to be. You could run a marketing event or attend a networking session. When you get into the habit of attending these types of events, you will see that they can make a major difference.

4) Chase repeat sales

When someone buys something from your company, the process should not stop there. You’re not looking for one-off sales; you need repeat sales if your business is to succeed. So, what should you do? Well, it’s all about building a relationship with your client base. They need to see you as more than just a vendor — you need to be part of their lives. Understand their biggest challenges and figure out how you can help them overcome these obstacles.

5) Research your market

How much do you know about your buyers? If you don’t do market research, you’re going to have a problem. There are always different business trends that you need to consider, and you need to understand who your ideal customer is. Spend some time each week doing a little research. When you get into this habit, it will pay off for your business in the long run.

It’s time to start putting these ideas to good use. If you change the way you approach your business, your business will change too.

p.s. Did you know CCC is Inbound Certified? Let’s talk about how we can help you attract the right customers, not more empty leads.

All about Inbound,
Jaime

Let’s chat (about Inbound marketing, conversion rates or otherwise):
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