Page 24 - Selling the Invisible: A Field Guide to Modern Marketing - PDFDrive.com

what they’re saying. Have your clients send their completed surveys to a third
party. Have the third party assure your clients that they can leave their names
out, and that their names won’t be revealed. Your clients will give far more
candid answers.

Have a third party do your surveys.

Why Survey?

Your customers will appreciate it. They’ll see that you are trying to improve
your service. (One respondent to a recent survey said, “This survey is a good
example of why I use this company. They are always looking for ways to serve
me better.”)

You can have customers score you in different areas, then publicize your high
scores in your marketing materials. It gives credibility to your statements about
your service quality.

It gives you an opportunity to sell something or to make an offer.
It keeps contact with your clients.
It lets you learn from your mistakes.
It helps you flag possible problem areas and clients.
It keeps you from coasting.
It keeps you from wondering what you are doing wrong.
It tells you what business you are in, and what people really are buying.
Survey, survey, survey.

The Letterman Principle

How should you conduct a survey—with interviews or written questionnaires?
Skeptical of written surveys, and looking for a vivid illustration of why

written surveys often work so poorly, I got lucky one night. I turned on
Letterman.

David’s guests that night included Helen Thomas, a veteran political
commentator. After some light banter, Letterman asked Thomas a serious
question:

“Who do you like in the ninety-six election?” Many viewers thought Thomas
would say “Bob Dole.” Others waited for her surprise prediction that Bill
Clinton would rebound and win reelection. But Thomas did not answer “Dole,”