There’s one question that tells you more about your business than almost any other, and hardly anyone asks it.

It’s directed at new customers and if often dropped into a post purchase survey but could quite easily be done in person for many businesses. That question is:

“What nearly stopped you from buying?”

Not “why did you choose us”. That gets you compliments. Nice to hear but not much use beyond that.

Ask what nearly put them off and you get the real answers. The price felt like a gamble. The website didn’t say whether you work with businesses their size. They couldn’t tell how long it would take. They almost went with someone else because that person replied faster.

Every one of those answers is something you can fix. On your website, in your proposals, in how quickly you follow up.

Your newest customers had the exact same doubts as the prospects who walked away. The difference is your customers can tell you what those doubts were.

Have you ever asked question to new customers and if so, were there any surprising responses??

I hold a weekly Growth Engine office hours at 1pm on Wednesday. Join today’s call if you want to discuss this or anything marketing related.

Growth Engine Office Hours – Wednesdays 1pm: meet.google.com/qhk-qowa-yvx