How to master the lost art of asking questions--and caring about the answers

All right; the caring part is not something I--or anyone else--can really help you with. You either care or you don't. However, keep in mind that if those you're questioning are clients or prospects, it pays for you to care about their answers. But I'm getting ahead of myself.

For some time now, we've been living in the Information Age. And not just that, but the I-prefer-to-be-contacted-via-email Age. The I'd-rather-Google-something-than-ask-an-expert-for-help Age. And the I'll-follow-you-on-Twitter-if-I-want-to-hear-what-you-have-to-say Age. The way we communicate today, the way we gather information about each other, is dramatically different than it was just a few years ago. There's an element of laziness to it.

Paradoxically, there's also fear. At a time when a vast majority of Americans use the Internet each day, and a majority of those have at least one online profile, page, or site displaying personal information, there's the unspoken idea that, if someone wants the world to know something, they'll post it. The rest is private. So the fear is that, by asking customers and prospects (even friends and acquaintances!) questions whose answers can't already be found online, we'll invade their privacy. Heck, we may as well climb into bed with them at night! But that's just not true.

While there's a lot we can learn about our customers from research, marketing, and social networking, there's more to learn by simply asking questions. Genuine questions about their goals, obstacles they've overcome, their interests, likes and dislikes, their influences (very important), and the list goes on. The answers to these questions could help you create a more customized product or service, one that they're likely to invest in even in a down economy. More importantly, by allowing your customers to share with you what they want, need, and even fear, you're building a relationship. From there, loyalty can only follow.

28.07.2009. 17:09

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