How to get customers is probably the biggest dilemma facing business owners today. You need to consider whether there is a demand for your product as well as how you differentiate yourself from the competition, how you actually conduct the sales process and how you build and maintain your position as an expert in your field.

My focus in this article is going to be about identifying whether there is a demand for your product which includes asking some creative questions.

The starting point is research amongst your potential customer base. Ask what their current challenges are in relation to the product you provide. For instance, if you provide a therapeutic service such as acupuncture or massage, you can ask about their stress levels, how they currently manage them and what they would like to have happen. When they give you the answer to this you can begin your creative questioning.

Let’s say they tell you they would like to feel more relaxed at the end of a working day. Then ask a couple of questions that keep their focus on their desired outcome such as ‘what kind of relaxed is that relaxed’ or ‘is there anything else about a relaxed like that?’

Now these questions might sound a little strange, however what they do is focus your prospects mind on the feeling of relaxation they want to achieve. The more you understand about that feeling, the more you understand about what you need to provide and the better you can tailor your product accordingly. Happy clients, happy business owner!

The questions are part of the set of ‘Clean Language’ questions devised by counselling psychologist David Grove during the 1980s and 90s – David looked at ways of helping clients achieve their desired outcomes or goals by focusing on the words they used and the meaning they attached to them.

Obviously the more prospects you ask, the better the picture you will have, but research like this ie in depth or qualitative, doesn’t have to be extensive, maybe up to about 20 people. You are likely to find similarities cropping up which will help you develop what your clients want and as you build your client bank, you can keep asking the questions so you are building your knowledge all the time.

If you would like to know more about how Clean Language and peer mentoring groups for Business Owners can help you get the clients you want why not come along to our Business Booster taster day in Worthing on 16^th March 2012. Call (07551) 303835 or e-mail me at allison@macintoshwright.co.uk to register your place.