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Keeping the questions golden

Relationships are all about communication, and that means listening as much, or preferably more than, you’re talking. Decades of one-way communication have primed your audience to never expect a dialogue with the company who is providing them a product or service (though the web is changing this). Therefore in order to listen through the conduit of marketing communications your listening has to be active, in that you have to prompt your audience to join the conversation.

Prompting your audience to speak up is done by asking questions, and this is the key to good relationship marketing. But which questions to ask? And what do you do when you learn the answers?

Your sales force knows. They will be the first to tell you that the difference between the best salesperson and the worst is knowing which questions to ask, and what to do when the answers come. They know what motivates your audience on a personal and individual level.

Your market research team knows. They have executed the surveys and analyzed the trend data. They know what motivates your audience on an academic and aggregate level.

So how do you ask the right questions? How do you only ask those powerful, “golden” questions that will spur the conversation and take it in the right direction? Start by unlocking the understanding of your audience that already lies within your organization.