Ask your client this — Kelford Labs Daily
To find marketing gold.
The next time you’re in a conversation with a favorite client, one you have a comfortable relationship with, ask them this:
“If you were to recommend me to a friend or colleague, what would you say?”
Then, after they tell you that, which is interesting but ultimately not all that helpful, ask them this:
“If they objected, and said, ‘They’re too expensive,’ or ‘They’re too small,’ or, ‘They’re not what I’m looking for,’ or ‘I haven’t heard of them,’ what would you say to overcome that objection?”
And that will give you marketing gold.
Because it tells you what your best clients value most about the work you do, and why they prefer you over other options, and despite any perceived downsides.
It tells you why they prefer the tradeoffs you’ve made.
Which tells you which tradeoffs you should promote.
Kelford Inc. shows entrepreneurs the way to always knowing what to say.
