A One-Word Question to Improve Results

CC Image “Why?” courtesy of Ksayer1 and made available under Attribution-Share Alike license

Photo by Ksayer1 on flickr.

One of the questions I always ask a customer is why.

Why did you choose us?  I love to call new customers and ask.  I’ve done this hundreds of times throughout my career.  In all of those conversations, I’ve never had a new customer not want to tell me the “why.”  And I learn valuable information with each phone call or visit.

It’s such an easy thing to ask.  I’m not sure why everyone doesn’t make it a habit.  Like most things, it may be easy to do but it’s also easy not to do.  I know when I fall out of the habit, I lose a valuable opportunity.

Almost always mentioned is the professionalism of the company’s representative.  It may also be the service, the product, or the price.  It could also be driven by a negative experience with the competition.

It’s important to listen and understand why customers are buying from you.  It can inform your corporate strategy.  You may spot a trend.  You may learn that you have strengths you didn’t even realize.  You may even develop new services because of the feedback.

Almost invariably on these calls I find other benefits:

  • Developing new relationships
  • Hearing about issues I wouldn’t have known about
  • Learning about employees who have gone above and beyond

If you’re running a business or in a leadership position, take the time out to make a few calls.  Ask the question.  Then, just listen and take notes.  I’m willing to bet you will learn more than you thought possible.

 

 

Think about a company you’ve done business with recently. Why did you choose that company, product or service? You can leave a comment by clicking here.
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  • http://www.lincolnparks.com Lincoln Parks

    I think about Publix when grocery shopping. I can’t tell you how much I love them because of how they treat customers. They pay attention to detail, greet you with a smile and always ask Questions. Skip, those goes right in line with your question of asking Why? When someone decides to do business with me, I ask why.. Great post here.

    • http://www.skipprichard.com/ Skip Prichard

      Really? What type of questions do you like? I personally like when someone checking me out engages me (how are you?), but I avoid clerks who think it is his or her role to question everything (like this brand? cooking a big dinner? who’s coming? someone has a sweet tooth! still eating these protein bars?) Everyone has difference preferences and some people love that type of engagement. What’s the right balance?

      • http://www.lincolnparks.com Lincoln Parks

        I love the short and simple questions. Hi, how are you today? If I can help you find anything let me know. Then, if you look lost or perplexed they can ask. Seems like your looking for something How can I help?

        Now after I have bought, I like to hear.. How was your experience with us today. Did you find everything you needed? Its simple questions that count. When someone does business with me personally, I ask WHY would you want to do business with me? I get various answers from that one. It helps me to improve how I come across to potential business partners.

        • http://www.skipprichard.com/ Skip Prichard

          Now that rings true for me. Thanks for adding the examples!

  • http://danblackonleadership.com/ Dan Black

    Chick-Fil-A comes to mind. I really like their customer service and quality food. This steams from their Biblical values. I have found and learned, asking why is an essential question. Great post.

  • http://www.skipprichard.com/ Skip Prichard

    Great post, just hopped over there. My own post about Zingerman’s is a good “why”. A must “foodie” experience.

    • http://www.jmlalonde.com Joe Lalonde

      I know. After reading that post it makes me want to make a trip to that area just for Zingerman’s.

      • http://www.skipprichard.com/ Skip Prichard

        Go for it! Enjoyed some Zingerman’s bread this weekend. A friend sent me a delivery.

  • Michelle Colon-Johnson

    Great post! It is important to ask why and when people say,” And why do you ask?”– You can tell them why. Michelle Colon-Johnson

    • http://www.skipprichard.com/ Skip Prichard

      Hi Michelle, thanks for that add. It’s important to explain the why behind the why!

  • Steve Pate

    Asking “why?” is a great first question to begin learning more about a person, a situation, or a problem. I’ve also found it useful to ask “why?” at least one more time–to probe even further. And, of course, in problem solving, asking “why?” repeatedly is the main path in root-cause analysis.

    • http://www.skipprichard.com/ Skip Prichard

      and you know getting to the root cause is one of my ‘musts.’ Thanks for the thought. I like the second why.