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Why Do Your Customers Choose YOU?

If you don’t have a solid understanding of why your customers buy from you, how can you expect to continue to attract new customers?

 

I thought I knew why my clients turned to Egg, and why they stay with us for years, but just to be sure, I polled them with the following questions, borrowed from John Jantsch’s book,  The Commitment Engine.

  • What made you decide to hire us in the first place?
  • What’s one thing we do better than others you do business with? What’s the one thing you love the most about what we do for you?
  • What’s the one thing you don’t have from any other source that you wish you could find (as it applies to marketing/content)?
  • Do you refer us to others, and how do you describe us, if so?
  • What would you Google to find a business like ours?

I sent these questions to a handful of my best clients who’d been with me for more than a year. I wasn’t completely surprised at the responses, but it did make me happy to see that we’re consistently delivering prompt turnaround, quality work, and a smooth customer experience. Here’s what I learned:

It’s not always about price.

In fact, sometimes Egg quotes higher than competitors, but our clients still see the value in paying more. One client said:

“[Egg] seemed more professional than others. It wasn’t based on price, you were actually the highest bidder for my project when we started working together that first month on Elance.”

She’s been with us for more than two years.

Promptness pays off.  

I have always striven to beat deadlines significantly. If you need it by next Monday, if we’re able, we’ll get it turned in this Wednesday. That’s not always possible, but most of the time, it is. And apparently, our clients notice:

one client loves “the fact that you jump on stuff the minute I send over to you.”

Another client said: “Your speed is awesome!”

Completing work early is more an OCD thing to me than me trying to please customers! I simply can’t stand to have projects pending!

Caring about clients’ companies matters.

One thing that apparently shines through is how much I enjoy learning about our clients’ businesses. I love learning about industries I don’t know much about, and finding out what makes a company tick. One client said, “you love and believe in my company and support me.”

That’s what tells me I’m doing something right!

What Do Your Customers Say About You?

If you haven’t asked your customers what they think about you, why not ask them? Choose some of your favorite customers and ask the questions above, or make up your own. The results will help you find out your strengths so you can play to them.

Photo: macwagen  via  Compfight

Susan Guillory

Susan Guillory is the President of Egg Marketing & Communications, a content marketing firm based in San Diego. She’s written several business books, and frequently blogs about small business and marketing on sites including Forbes, AllBusiness, and Cision. Follow her on Twitter @eggmarketing.

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