What was that thing Henry Ford said about consumer surveys?
“If I had asked my customers what they wanted, they would have said a faster horse.”
How many focus groups do you need in order to move forward?
Is your circle of advisors answering your questions based on their worldview, or yours?
Does your survey ask the right questions?
Would you know what those right questions were?
Are you just asking questions, or are you properly pre-seeding the questions in the survey to develop micro-commitments (where people say “yes” to your offer before you actually make one) that create the upcoming sale?
Besides, do you know how easy it is to get a survey, poll, personality test, or any form of assessment tool to give you the results you want to see – or to interpret any results that emerge to prove your own point?
Instead of asking 200 questions of 20 people, trying asking one question of yourself:
Have You Asked People With Money To Invest In Your Idea, Product, Service, Solution, or Dream?
One of our readers, who used to be a web developer, shares a story that took place 10 years ago but is as clear in his mind as if it happened just this morning.
He was offered the opportunity to share in the profits of a membership program someone was creating. (Translation: they didn’t have two pennies to rub together and were hoping he’d build a custom membership site for them for free.)
After listening with patient bemusement to their pitch, they got to the point where they said “This is really a great program.”
He immediately asked, “How many members do you have?”
They replied, “We’re about six months from launching. Maybe more, unless you can do our membership site. But it’s a great program and you want to be involved.”
Him: “What makes it great? What’s great about a membership program with no members? Who told you it’s great? How many of those people who say it’s great have authorized you to charge their credit cards for membership fees?”
Him: (breaking the silence) “Okay, I never said I wasn’t interested. Really, I’m interested. How about you go get some members so you have revenue to pay my fee for the membership site?”
What Do You Think Happened Next?
If your first guess was “a whole lot of nothing” then you made a good guess.
He was dropping some serious business wisdom – in essence, revenue solves just about every damn problem holding a business back from growing like it should be growing.
Also, why would be spend his time developing a member site that would never see the light of day?
Would the testimonial for something that never hit the marketplace really boost his credibility?
Would his case study about the member site, ending in “well, they never really sold any” get prospects excited and asking him for permission to join his customer family? (Note how we worded that.)