Unsure What To Do Next? Just Ask Your Customers

Happy days are here again. Well, I wouldn't exactly get giddy over a jobless recovery at a rate of about 2%, but nonetheless, we are supposedly heading upward. If that's true it likely means the competition is going to get tougher. So now is when you need to start thinking about how you can elevate your business above the competition.

But remember this: times, and ideals, have shifted. Tectonically in some cases. Consumers are unlikely to easily slip back into their free-spending ways. Coming up with your competitive advantage is tough.

One of the best ways is to ask yourself, "Why are customers buying from me now?" I'm sure you know some of the reasons already. But for the best answers, go directly to the source... ask your customers why they keep coming back (with a Web site survey, email newsletter, a friendly one-to-one question, or some other way... get creative). Their answers might surprise you--or at least give you some ideas on how to maintain their loyalty and attract new customers.

But the point here reflects one of the core tenets of successful business: give the customer what they want. Are there certain products or services you don't offer that you should? Is there another pricing structure that might work better for a client? Are you charging for shipping while most of your customers want it for free? All of these, along with countless other issues, are important to know, and can drastically affect your revenue.

And while you're waiting for the responses--or if you don't feel it's a question your customers will answer--try viewing your business from your customer's vantage point. Would you be comfortable enough with the overall customer experience to come back to your own Web site, store or business? Would you be a loyal customer of your business? Be objective... and in doing so, you're likely to learn a few things that will go a long way in strengthening your business.