I heard a great saying a long time ago by John Jantsch, when I was reading his book, Duck Tape Marketing. He said that if you were going on vacation, and you didn’t know where you were going, anywhere will do. This was the first lesson I’d heard regarding assessments for business.
I never heard of this quote at the time, and it really made me think about assessments for business on a deep level.
This is also a huge quote for not just marketing, but in the coaching industry as well. You can’t Help solve a problem, until you know 2 things. Where you are and where you want to be.
Assessments are Becoming more and more important in business. If you don’t do a really good evaluation of a business, many times bad judgment calls will be made, and the business and everyone that it serves is affected.
I know from working with about a dozen other business that had sales teams producing revue of any where from 8, to 16 and all the way up to 60 million a year, they all had some type of assessments that they would take. They used them in their sales teams, as well as production. Assessments are Very important, because without doing assessments, How the world will you understand what you are trying to accomplish?
3 Type of Assessments For Business That Will Help Immediately
The first is Basic communication across all departments , including marketing, sales, production and HR or Customer Service.
Always first seek to understand before you seek to be understood. This is just a good habit for everyone in your company to be in. They say the number one break down in business is communication.
SO make a list of FAQ and make sure each department has them. Before any work is done, every business should know the most important questions that need to be asked, to make the biggest Impact.
Marketing Questions for stronger Assessments.
It really depends on what type of products or services you are selling, but the first questions to ask for assessments for your marketing, is looking at competition for similar companies.
What is working? What offers are being made? What are the other USPs companies have? How often are they selling? What are the seasons? You want to see what is working…
You also want to ask questions to get to the deep rooted desires, fears and pains that the market is experiencing.
You will also want to use assessments for marketing data.
What is working, what does average leads cost? What are the average cost of acquiring a customer? What is the average lifetime value that you have for each client?
These are very important assessments for your business, because with them, you will know how you can begin to scale and grow the business. Many businesses are struggling because they don’t know the right questions to ask when it comes to doing marketing assessments.
You want to make sure you know your Data and KPI’s (key performance indicators) so your assessments can tell you the health of the company.
Nothing Happens Until a Sale is Made.
Probably the most important assessments to make is with your prospects.
There is a lot of talk about doing ask campaigns and surveys. This is great, but timing is everything. Sometimes asking is a bad thing, make sure you build some rapport before you blast people with questions and surveys.
I see this happen a lot in social media. People try and ask you if you want to generate more leads for your business, before they even say hello, nice to meet you. It’s just really bad Sales Skills.
Always Build rapport and get some type of ‘know, like and trust’ relationship going before you start asking qualifying questions.
It’s always best to lead with value before you ask questions for an assessment. That Way you build some respect and trust before you ask for personal questions that some people don’t want answer to strangers.
Having a very Short and concise assessment is very good practice for sales. It helps get all of the most important information from prospects so that a more accurate presentation of you and your business can be structured.
Customer Service needs to have great assessment questions for business.
Think about most times you talk to customer service, they must get a good idea about who you are, what plan or service you have, what you are having difficulties with.
I speak with several businesses on a weekly basis and their customer services is something that always stands out, whether it is good or bad.
It really gets under my skin when companies have all the best marketing, social media content, videos sales letter, sales funnels, But they have no online support, their customer service is bad, and after you pay them, it is like a different company takes over. Don’t Be like this. Follow up on your Promise and your Business’ Reputation and integrity will thank you for it.
Your Customer services should make clients feel that they are heard, and their needs and wants are important to the company. You want to make sure you still continue the ‘know, like and trust’ questions on the back end of the sale, especially when people are needing help.
Assessments for business are not only important, they are a must. They are part of building great leadership, connecting and making sure that all conversations and situations are clearly understood and are moving in the right direction.