Using Surveys for Increasing Business
As small business owners we have the tendency sometimes to get so excited about our product or service that we forget to consider the preferences of the public. We can’t help but have a biased opinion about what we produce. However, despite the fact that we may happen to manufacture the greatest “widget” that will ever be at the absolute lowest, rock bottom price, if it doesn’t meet the expectations of the public, it will never fly.
The public relations department in your business is where public opinion is handled, through the process of taking surveys. Surveys are created to target various markets to poll for public opinion. The information gathered through surveys include fact, figures and opinions that, when analyzed reveal true public interest. Surveys will tell you what people like and what they don’t like. It will tell you what people consider valuable enough to be willing to pay money to have. Most people are willing to answer survey questions because in this society, we are not usually asked our opinions. The advertising industry basically uses the marketing strategy that covers telling us what we want and what’s important to us, without considering our thoughts on the matter.
Using a survey to poll your target market, in a sense helps a small business create an agreement with the public. You, as a small business agree to provide what the public wants, and the public agrees to exchange money for the value of what they are getting. You may be surprised to discover what your public really wants. It may end up being the product or service you least expected, but so what. One of the reasons you’re in business is to make money, so have the courage to produce what sells. You can intelligently predict which product or service will sell the most, by surveying your public.
Robbi Gunter is a staff writer for Strong Business Credit, a free educational web resource for small business owners and businesses seeking to obtain business financing and credit cards.)
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