Ice cream, A Lizard in a Hoodie, and Customer Feedback

My wife and I sat in an ice cream shop in Myrtle Beach, SC, enjoying (somewhat) a late-afternoon snack. It would seem we arrived at just the right time as people flowed in pretty consistently afterward.

However…

Not all stayed.

I began noticing an unusual number of groups walk in, look around, and walk out. In my admittedly-short amount of time there, I would estimate the walkout rate was roughly 25%.

25%!!!

Things quieted down and Allison left me to chase down a denim-vested-hoodied-lizard carried by a man walking by (as one does). This diversion gave me the chance to ask the manager why it was that so many people only window-shopped her offerings.

She was not even aware this was happening. Well then, that’s the first problem.

Was it the price? Was poor signage the culprit? How about a relatively limited choice of flavors? This manager was one simple question away from what could be a huge sales increase, not to mention getting the attention of her higher-ups. Just by following one of the groups who walked out ice cream-less and asking for honest input, she’d have some quick, easy, and free feedback that would do more for business growth than any marketing campaign.

Let’s talk about you.

Why do you lose bids? It’s price, right? “Everyone buys on price, right?”

Right?

What if you asked and found out something unexpected: Your prices were in line, but:

• Customers felt you weren’t responsive enough, or;
• They didn’t feel heard, or;
• The customer lacked confidence in your abilities, or;
• Some other reason that challenges the “Customers only buy on price” assumption?

Imagine what that information might do for your sales.

Don’t assume. Find out. You might not like what you hear, but at least you will know.

Who knows?

Added to The Sales Vault this week: Time-Saving, Sales-Growing Apps You Should Use

Learn more at SalesVault.pro or call Bill Farquharson at 781-934-7036.