How to Learn More About Your Customers

Successful jewelry makers really understand their customers’ values and motivations.

And their knowledge of those key facets leads to strong and long-term connections. You can develop profitable, long-term relationships with clients, too, if you’re not already enjoying them. Here are some questions you can ask your current clients to get a better sense of what they value in their experience with you:

1. Why did you buy from me?

Some people feel silly asking this question. I don’t. I ask my clients this all the time, and I have never had someone refuse to answer.

2. What did you like most about the exchange we had?

Asking them what they liked “most” results in them prioritizing what was most critical in the exchange. It’s the one thing they valued the most about the interaction.

3. Was there one thing that made more of a difference than any other in your decision to buy? For example, was it expertise I had, or a design quality? What was the one thing that seemed to make the biggest difference?

This will help you understand the “logical” side of their choice.

Bonus Question: If you know the person referred other clients to you, you should ask them what they said to that referred buyer. Knowing how current clients get others to buy from you is critical to learning how to market yourself.

I’ve learned a lot from asking this question of clients who have referred others to me. In fact, it has changed how I market myself in some areas, because the referring client’s words were so powerful and effective.

You should -- after getting the answers to these questions -- have new insights into buying motivation and values.

And new ways of learning why customers enjoy buying from you.

Keep asking and keep learning.

When you apply what you know, your business will keep growing. And you will, too.