How do you feel about people, who either ask you questions about your service or look around your products, then leave without buying?
Some business owners get angry. They perceive these people to be time wasters. In doing so, they miss out on a massively valuable opportunity. They leave a huge business asset on the table, untapped.
I’m referring to the enormously valuable feedback, which so-called time wasters can provide you with.
Allow me to explain.
Time wasters are attracted to us for a reason
If you’re attracting lots of the wrong kind of enquiries, there’s a reason. It’s usually a sign that:
- Your marketing message needs to be improved.
- You are marketing to the wrong people.
- Or both.
It’s extremely easy to learn which applies to your marketing, so long as you ask these people for feedback.
Before they end the call or leave your premises, ask something like: What was it that prompted you to (visit or call) us today? This will give you some outstandingly valuable feedback to work with.
- If people often say they were looking for a low priced whatever, yet your prices (or fees) are average or above average, you need to review your marketing message. Take a look and see if you are overstating how low your prices are.
- If you are not overstating how low your prices are, then you could well be targeting your marketing message at people with too small a budget.
You get the idea.
So, reframe how you think about time wasters. Speak with them. Listen. Learn from their feedback. Then, make the necessary improvements to your marketing. Don’t just assume that someone is a time waster and therefore of no value to your business.
Their feedback could be commercial gold dust. In fact, it usually is.