28/06/2011

By Louise Findlay-Wilson, Creator of PrPro and Owner of Energy PR

You don’t ask people ‘how much they earn,’ or women ‘how much they weigh’ or slightly short men ‘how tall they are’. All of this is perfectly understandable, as the questions may cause embarrassment.

But there’s another question that most business people NEVER ask, and it’s not at all embarrassing. What’s more, if they asked it, they’d increase their sales and be able to focus their PR (public relations) spend on stuff that works.

Most businesses NEVER ask people: “How did you hear about us?

Yet, asked in the right way – so it doesn’t disrupt the sales flow – this question will unlock masses of sales potential and will tell you vital PR info:

- Which of your customers are advocating/recommending you?

- The media that reaches the people you need to reach

- Whether your social media activity is driving or supporting sales

- Whether networking is delivering more than you thought

- What events are worth attending and those which don’t deliver

- Whether that leaflet campaign or newsletter worked

- If your editorial is working

You get the drift...

I appreciate that people may answer with a mix of things. Many will say, “can’t remember” or give a muddled response. But if you don’t ask, you will miss out on the few who can give you some genuine, valuable insights.

Let me give one tiny example:

What if you found that one of your customers is constantly recommending you?

Armed with this insight you would obviously thank them. But there’s more. The customer is clearly a raving fan – and has influence! Surely you would connect with them on Linkedin and engage with them on twitter, ask them to like your facebook page. Better still you would ask if you could work up a case study on how they are using your product/service. I’d suggest you would also explore with them what it is about your product or service they love so much (there may be a member of your team who is doing something special and needs some recognition or an aspect of your service that needs promoting).

From this one example alone you can see where this kind of insight takes you, and your business. So please get used to asking the ‘un-askable’ Your PR will benefit, no question.

If you want to find out more about how you can make your business famous visit www.prpro.co.uk or contact me Louise@prpro.co.uk / 01993 825916

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