As of 2015, Forbes estimated there were 27 million small businesses registered in the United States. If you spread that number out equally amongst all 50 states, that leaves 480,000 small business per state. And this count isn’t including larger companies that could be your competition depending on your industry.
Being able to understand your clients’ needs is what is going to end up determining whether you’re successful or not. Attracting clients is the first step, but then you’re going to need to ensure they stick around. Predicting what merchandise and services they could use and making changes they’ll appreciate—that is how you guarantee a return customer.
It’s Actually Quite Simple
Believe it or not, it’s actually quite simple to understand the needs of your clients in 2018. Why is this? It’s because of the internet.
Everyone is able to have their say now, to the point of frustration! And, while the online world has its share of irritants and unreasonable commenters, there is a lot that can be taken into account from analytics, and especially online reviews.
While analytics can tell you what products and posts are popular, reviews are your direct line to the minds of your clients, not sugar-coated, and honest.
Seeing Through the Attitude
The best and worst thing about the internet is that people feel more comfortable saying exactly what they like. Without being face to face with someone, you’re just talking to your monitor, and what sort of offense is it going to take to what you’re typing? Not much.
Positive reviews tend to be straightforward about what the client enjoyed about your services.
“I came by the gaming store today looking for an expansion I couldn’t find anywhere else and not only did you have it, but it was priced lower than everywhere else!”
They like your pricing—check.
Negative reviews often come wrapped in excessive language and hate which can make it hard to pull the constructive parts out.
“I have never left a negative review in my life. But because of your restaurant, today is the day. I was going out to enjoy a beautiful day and have lunch with my fiancée who I never have the chance to treat to anything because I’m so busy with work, but the presentation of your menus as well as the food was disappointing to say the least. The attitudes of the servers offended us further…”
The list goes on. Negative reviewers want to paint a picture of their entire negative experience, which is OK. From this you can glean that there were issues with presentation, food, as well as service. To find out more, all you need to do is reply politely and request that you speak over the phone and rectify the experience.
Extending the Olive Branch
Extending the olive branch to negative reviewers is what will get you the best information on changes that you should be making. While some reviewers may be in the wrong, take everything that is said seriously and do a self-evaluation to see if maybe there’s something right hiding in there.
The old saying really is true—the customer is always right!
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