The small business owners I work with are fairly well-seasoned and have a good nose for sniffing out customer wants and needs. They have a decent understanding of what their customers want to know about their business and a general understanding of the consumer buying process. But for many owners, a lot of that knowledge is left unused, floating in the ether. They’re too busy running core business functions to stop, think about and interact with that knowledge, and then apply it to their marketing.
In order to tap into and channel my clients’ knowledge about their business and customers, I’ve developed a fourteen-point questionnaire. The questions help my clients to verbalize what they know, while providing me with valuable insight into their business objectives, target market, products and services, features and benefits, and appropriate marketing strategy. The answers to these questions help me build a mental SWOT Analysis.
I adapt the questionnaire for each client and use their answers when preparing website content and copywriting for marketing materials, and to get an inside look into my client’s business when starting a working relationship. But certainly, any small business owner can use the following questions to better understand their own business, objectives and customers.
Marketing Questionnaire
Some questions may need to be adjusted, depending on your particular business and industry. In many cases, I’ve supported the initial question with additional questions to stimulate thought and focus your answers.
1. What makes your business different from competitors offering the same or similar products and services? Think about your strengths, weaknesses, opportunities and threats. Use this information to create a company SWOT Analysis.
2. What is your company mission statement? Besides making a profit, why are you in business? What are your beliefs and philosophy about your customers, their needs, how you fulfill those needs, and your products and services? Besides the visual, what is the overall goal of your small business branding?
3. Describe your process. If you are a services-based business, what is your process for understanding your customers’ needs, providing your services and ensuring work was performed satisfactorily? If you sell products, how do you identify which products would best fulfill customer needs? If applicable, provide details on product installation or education.
4. Describe your services and products. For each type of service, identify specialized staff, knowledge, education and experience. For products, what types of products do you prefer or recommend and why? Specify manufacturers and brands.
5. What does your sales cycle look like? What is your process for engaging a prospect, building a lead, closing a sale and providing after sale service and support?
6. What kind of warranty and/or guarantee do you provide to customers? If you sell products, think about what your business offers to customers beyond the manufacturer’s warranty. Focus on your commitment to your customer. For example, think of things like: guarantees on workmanship or quality; guarantees on results, timely installation or completion of services; guarantees on customer support, such as responses to phone calls/e-mails within a certain time, clear communications and customer availability; and guarantees on customer satisfaction, such as error resolution, refunds and shipping policies.
7. What are your billing practices? Do you require a deposit or use progress billing? Are you net 30-days, net 15-days or do you require full payment at time of order? Do you accept credit cards, cash, checks or other forms of payment?
8. What are six of the most common questions prospective customers ask about your services or products?
9. Provide a brief overview of your business. When was your company founded and why? What kinds of customers make up the bulk of your business? What kind of demographic do your customers fall into? Explain who your ideal customer is.
10. What are the cost differences between your products and services compared to competitors? How would you like to position your products and services in your market?
11. What are five concerns or worries a prospective customer has about working with you or buying from you for the first time? What are some commonly encountered stumbling blocks to closing a sale?
12. Provide a brief overview about you/your business. What is your education and experience? Do you hold special certifications and licenses? What kinds of professional organizations are you a member of (such as a chamber of commerce, networking or leadership group)? Are you local, regional, national or international?
13. Why did you start your business? What are your personal reasons and goals?
14. How do you want customers to perceive your business? Do you provide the highest-quality products and services? Exceptional customer service? Quality products at lower cost than competitors? Think about how this translates into branding basics for your small business.
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