I’m going to share something with you that you might help you create a breakthrough in your positioning, and it’s something that actually occurs more often then you might think. What I want to share with you is that often what you think is your core value is not, in fact, your real core value.
You may think that people choose you because of your price, or your critical thinking or the way you always stick to your deadlines but more times than not, your real value lies somewhere else.
The good news is that the key to unlocking what the real value is right under your nose.
It’s your customers.
If you’ve been doing business for some time and you’ve developed even a small stable of clients then you’ve got everything you need.
If you think about it, there is no better source to uncover “why” people choose to work with you then your own customers. They key then, is to figure out how to get this information.
I’ve obviously spent a lot of time helping companies figure this out and, in the process, have developed 10 questions that you can ask your customers to get you those answers.
Sometimes all you need to ask are one or two and the answers will start gushing out. But I’ve got the 10 because you never know which one will give you the great “reveal”.
Here are the 10 questions to ask your customers:
1. Why did they choose you?
2. What was their specific challenge/problem before choosing anyone?
3. What kind of research did they do?
4. How many others did they meet?
5. What were some previous problems they had working with others?
6. What were they expecting in working with you?
7. What did they get? Same. More. Different?
8. How would they recommend you to others?
9. In what situations would they recommend you to others?
10. How do you compare to their other suppliers?
Now, if you are going to spend some time asking those questions, you’re going to have to be prepared to listen, and I mean really listen. You might even want to have someone else ask your customers these questions on your behalf. Often customers can articulate this value better to someone they don’t know because they have to work that much harder to really explain it.
In any event, the questions will help you understand a good cluster of insights into why they chose you, their expectations and their actual experiences.
Give it a shot. Then let me know what new insight, or insights you discovered.