What is your annual marketing budget? No, that’s not the important question, the important question is this “How did you hear about us?”, and here’s why – unless you are quantifying your marketing efforts, you will never know what drives people to your business and where your marketing dollars are making an impact.
If someone orders a sales item that you’ve spent money to advertise on your social media, paid to update your website or had signs designed and printed for your windows, how do you know what caught their eye and created a sales success for your company unless you dig down and ask the question?
Does the question seem awkward to ask? Practice it and after just a handful of people, it will be part of your natural rapport. Plus, it opens communication with your customers and you’ll get to know them better. Customers remember where they feel appreciated and heard, and it can be a deciding factor in your getting repeat business.
Make this part of your entire staff’s training. Create an easy-to-use, trackable system to record the data. Update the tracking system when you make a change. When you make a change, pointedly ask the question to your patron, e.g. “did you see our ad on the website, too?”, “what did you think of our new sign outside?”, “did you use our app/read our newsletter?” It’s ok to ask. It’s ok to drill down. It’s how you get feedback and it’s how you improve your company.