Three questions you need to be asking your Customers – Start Stop and Keep.
- What do we need to stop doing?
- What do we need to start doing?
- What do we need to keep doing?
I first heard this series of questions while listening to “The Sales Playbook Podcast” by Paul Castain. I regularly listen to this podcast and recommend it but be aware he is hard hitting and at times uses colorful language that may be a little offensive to some.
The Stop, Start and Keep series of questions is an effective feedback mechanism that allows others the opportunity to evaluate our efforts. By asking these questions your customers will be able to express their wishes, identify their concerns and let you know their expectations.
Too often, we do things the way we do because “that’s the way we have always done it.” By asking these 3 questions you may quickly realize that some things need to change and some should not.
**Be careful, if you and your organization are not willing to listen to the answers to your questions, don’t ask the questions.**
Be prepared to hear that some of the things you think you do best may be some of the things your customers want you to “stop” doing.
Your customers may also ask you to “start” doing things that may require additional capital or require you to do things differently.
While the “stop” question will be extremely valuable to hear and to understand the changes that may need to be made and it is the “start” question that will provide opportunities in the future it’s the “keep” question that will help you identify your true value to the customer.
If your customers have difficulty identifying things you are doing well and that you need to “keep” doing, you may not have the relationship with them you desire. If they don’t perceive value in what you are currently doing it is obvious change is needed.
On the other hand, you will know you are providing value to your customers if you are doing the things your customers want you to keep doing. You can be assured it will be the things that add value to your customers that they will ask you to “keep” doing.
Remember it’s not what you think you do good or bad, it’s what your Customer thinks that makes the difference.
Asking the question is the key. Don’t be afraid of the answer as you will never know unless you ask.
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Now let’s get out there and over-deliver!
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