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A Telephone or E-mail
Survey is another primary research
method that smaller companies can easily doto obtain information
on competitors, potential customers, and distributors. Essential
elements are a well-thought-out set of questions, good listening/recording
skills, and a little assertiveness.
In most cases, a formal questionnaire or
skilled survey research company are not necessary. However, longer
term, or when more sophisticated feedback is required, market research
companies or consultants can be valuable. Interview steps for the
do-it-yourselfers include: Carefully think out and prepare questions.
Establish the call list. Call and take copious notes.
Calling potential customers. When
calling potential customers, make sure to talk to the real buyers.
Glean as much as possible from the call, for as long as the potential
customer will talk.
Typical questions for target customers (e.g.,
potential buyers) might include:
| 1. |
Which products do you use
now that are similar to ours? |
| 2. |
How do you buy products
similar to ours? (on-line, retail, direct mail, etc.) |
| 3. |
How do you use similar
products in production or resale?; |
| 4. |
What key benefits or performance
features do you like about ours or similar products. Are these
important to their business?; |
| 5. |
What problems with current
product or process would you like to solve?; |
| 6. |
How do you find, review
and buy new products?; |
| 7. |
Who are your customers?; |
| 8. |
What marketing materials,
samples, etc., do you like to use to sell a new product?; |
Calling the competition. Two types
of calls can work in this situation. The first is to call as a potential
customer, asking to speak to sales. This approach gives a quick
understanding of what it is like to deal with the company. Calling
as a potential customer means bolder questions can be asked. The
second method is to call the company as a salesperson, ready to
try and sell them the product and assess it's market potential.
To determine whether the firm called would
be a good company with which to work., test the performance of the
competition, and get better ideas on how to handle customer services
more effectively, note the following:
- the caller's treatment; including the
number of transfers or holds;
- whether staff are informed enough give
the detailed information needed;
- whether questions are answered thoroughly
or whether they try to get off the phone quickly and offer product
literature;
Typical questions for the competition might
include:
| 1. |
How do I find out more
about the product(s)? Specifications? |
| 2. |
How do I buy the product(s)?
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| 3. |
What testing
procedures, quality control, pricing, and support policies exist? |
| 4. |
Can I have a demonstration
or be allowed to test the product for some time before buying? |
| 5. |
Describe a 'potential problem'
and see if the competition has products or recommendations to
solve it. |
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