It can really help to stay connected with your clients and prospects. Not only to promote what you sell but to learn some useful information about your company.

Clients have a mind of their own.  They buy for their own reasons, have their own likes and dislikes and they rarely volunteer anything at all.

So it can pay to ask them.

It can amaze you what you can learn about your own company by asking your clients a few well-chosen questions.

Here are five great questions you can ask your clients:

Q1. What is the one thing that you wish that companies like us did but none of us actually do?

This isn’t just a different way of asking, “How can we serve you better?” which often gets, “Oh don’t worry you’re doing fine”.  Instead, it’s an invitation to divulge their wish-list, to look afresh and get your customers re-inventing your industry.

Q2. Can you cite the latest example where we have not met your expectations?

Companies might be used to asking, “How do you rate our service?” but this question changes it to insist gently on a specific instance.  Again, it avoids fluff you can’t change to specifics you can improve on.  You’re asking them to think.

Q3. Are you facing any challenges in other areas that you wish you had a solution for?

Instead of asking, “How can our companies work together?” you are asking about other challenges other areas of work. This can highlight how areas of your customer that you’re privy to are being affected by other areas you’re not usually privy to.  And it opens up a world of opportunity for adjusting what you do, addressing new needs and deepening your relationship.

Q4. Can you cite the latest example where we exceeded your expectations?

This can uncover assets to leverage… people to thank, strengths to crow about, cases to use, referrals in the making, a client who could deserve something special.

Q5. How did the last company like ours let you down?

Prompting your client to vent a little anger against your predecessor is actually quite informative.  Bluntly, it tells you what they’re watching for and what to avoid.  It can give you a little of the front-of-mind currency and language to use with that client.

Ask the right questions of your customers and clients, and you can gain a trove of information, guidance and promotional assets.