How often has this question been asked by you, your boss, your sales manager, or someone else?

The only one who really knows the answer is your former client.

So, why don’t you ask this person why s/he no longer buys from your company? You might get lucky and find a client who is prepared to talk, but keep in mind that s/he has moved on and may not want to talk to you.

Also, your customer probably will give you only one reason, then thank you for your efforts and wish you well.

How much have you learned? Not much at all.

Recently, I lost a client for whom I had created a suc­cessful direct-mail campaign. This marketing effort had produced a nice 1,148.85% Return on Investment (ROI).

Later, I found out from my client she was upset with the slow response that she was getting from me regarding a marketing questionnaire for which she had paid. After answering the questions, my client wanted her market­ing analysis, but we just couldn’t seem to find a mutually convenient time to get together.

Ultimately, I gave her a refund on the questionnaire and we parted friends.

However, to this day I feel that there had to be some­thing more. Maybe there was a hidden “decision-maker,” someone else who had a final say about who my client does business with or who harbored some ill feeling. I felt very bad when I lost my client because I was hoping that there would be a long and profitable relationship for both of us.

Sometimes it’s hard to pinpoint the definite reason why someone chooses to stop giving you his/her busi­ness.

It can be hard to determine what complaints s/he had about you that led to the decision. Oftentimes, you are left with very little information. Working backwards to discover what went wrong can be very difficult.

However, if you are prepared to ask a new client for a lit­tle time after the first sale or, even better, after s/he has been buying from you for awhile, then you probably can determine the things that keep him or her coming back and buying from you.

After the relationship with your client gets past the new phase and is “long-term,” ask him/her why you get his/her business. There will be many reasons, not just one or two. You may have to probe a little, so ask some open-ended questions. I’m sure that it will be worth it.

Build a file or a database of the answers that you get—the reasons why your clients came to you, of course, but also (if possible) the reasons that they stopped using your competition.

Learn from their answers and discover what you can do to prevent clients from going somewhere else. You can benefit by using what you have learned with your next prospect. This information will help you to convert him or her into a new client.

What are you willing to ask your clients about?

Does your business communicate a positive attitude?

Do you have a written “Mission Statement” that explains what your business is about?

Does this statement represent the vision, purpose, and aspirations that your business communicates to the world?

More importantly, do you tell your customers and prospective clients about your mission statement in every marketing effort that you create?

What should this statement include?
Typically, it will include your USP or SOB (statement of benefit). It also will include what “attitude” your business is trying to communicate.
Is your business and marketing attitude friendly, exclusive, or inviting?
Is It classy, low-priced, or responsive?
The list could be endless.

“Ability is what you’re capable of doing.
Motivation determines what you can do.
Attitude determines how well you do it.”
- Lou Holtz

It is important how you integrate your attitude into your marketing.
If the public sees and hears your positive attitude, then they will know and understand that you are proud of what you sell.

They also will know that you are very serious about your business and are willing to go the extra mile to keep them happy.

Your attitude should tell them that your business is ready to be their sole source —their “go-to” solution.

Your attitude should be communicated in everything that you do and say. If each of your marketing efforts is consistent and professional, then prospects will pick up on your attitude.

When the statements that you make in your marketing efforts are positive and consistent, your clients and prospects should understand that you will deliver on them.

This builds their confidence in you and will increase your sales. Consistency and attitude are the keys to getting people to remember your business.
Do you know what your company’s attitude is?

Are you getting this message to your customers and prospects every day?

Do you ask yourself regularly, “Is this information reaching my clients?”

Does your business have a personality?

“Branding” simply means creating a personality for your business —giving it a unique look, feel, taste, touch, sound, smell, texture, color, or even typeface.

Branding also means using every opportunity to give your business a consistent theme and a “stand¬out” look. Having a recognizable brand is essential to surviving in today’s business environment.

Brand recognition alone may not be enough to get people to buy your products/services. People need reasons to buy. You have to ingrain your brand image into their brains by associating your brand with a positive feeling. When you do, people will remember your prod¬ucts/services and will feel good about buying from you.

Getting your business noticed in an inexpensive way is very possible if you are a clever business owner who is motivated to create a brand for yourself.

First, you can create and perfect your very own brand in your local market and then decide if you want to expand.

Most small businesses don’t have the marketing budget that the giant corporations have to spend on their brand image.

If you have a little money, a lot of chutzpah, and know how to harness the magic of low¬cost or free publicity and promotions, you can make your brand and business stand out!

Make the invisible visible.

Make your business an obsession.

Take every opportunity, no matter how small, to talk about your business. This will get you noticed.

It’s important to make the media aware of you, your business, and its brand image. You have to make your­self available. Use the free publicity that the media can offer to spread your marketing message and expand your brand recognition to a wider market.

What are you doing to give your business a positive image?