5 Questions Every Business Owner Should Ask Their Customers

Your Customers Know More Than You Think

Most business owners guess what their customers want. They assume why people buy. They imagine what's working.

But your customers already have the answers—if you ask the right questions.

Here are five questions that reveal what's really happening in your business.

Question 1: "Why did you choose us?"

What it reveals: What's actually working in your business.

You think customers choose you for price. Maybe it's actually your speed. Or your location. Or something you never considered.

How to ask: After a purchase, simply ask: "Just curious—what made you decide to buy from us instead of somewhere else?"

What to listen for:

• Specific things they mention (these are your real strengths)
• Things you expected but they didn't mention (maybe not as important as you thought)

Question 2: "What problem were you trying to solve?"

What it reveals: The real demand in your market.

People don't buy products. They buy solutions to problems.

Someone buying a generator isn't buying a machine—they're buying "electricity when NEPA fails." Understanding this changes how you sell.

How to ask: "What situation made you need [product/service]?"

What to listen for:

• The actual problem (might be different from what you assumed)
• The emotion behind it (urgency, frustration, aspiration)
• Other problems they mention (potential new products/services)

Question 3: "What almost stopped you from buying?"

What it reveals: The silent sales killers in your business.

For every customer who buys, others walked away. This question tells you why.

How to ask: "Was there anything that made you hesitate before buying?"

Common answers you might hear:

• "I wasn't sure if it would work"
• "The price seemed high at first"
• "I couldn't find information about X"
• "I wasn't sure you'd deliver on time"

What to do: Each answer is a barrier to fix. Remove the hesitation, increase the sales.

Question 4: "How was your buying experience?"

What it reveals: Whether customers will return and refer others.

From first contact to final delivery—every step matters. Good products with bad experience = customers who don't return.

How to ask: "How was everything from when you first contacted us to when you received your order?"

What to listen for:

• Smooth parts (keep doing these)
• Friction points (things that annoyed them)
• Surprises (good or bad)

The truth: Most customers won't complain. They'll just leave quietly. This question catches problems before they cost you customers.

Question 5: "What would make this better for you?"

What it reveals: Exactly how to improve.

Your customers will tell you how to serve them better. You just have to ask.

How to ask: "If you could change one thing about buying from us, what would it be?"

Common improvement areas:

• **Speed**: "If you could deliver faster..."
• **Price**: "If there was a smaller size..."
• **Packaging**: "If it came with..."
• **Communication**: "If you sent updates about..."

The insight: You don't have to guess what to improve. Customers tell you directly.

How to Actually Ask These Questions

Method 1: Direct Conversation

After a sale, take 2 minutes to ask. Most customers appreciate being asked.

Method 2: WhatsApp Follow-up

Day after delivery: "Hi [Name], thanks for your order! Quick question—what made you choose us? Just trying to serve you better."

Method 3: Simple Feedback Form

For larger businesses: A short form with these 5 questions.

What to Do With Answers

1. Write them down - Don't keep it in your head

2. Look for patterns - If 5 customers say the same thing, pay attention

3. Act on one thing - Pick the most common issue and fix it

4. Ask again - This should be ongoing, not one-time

The Business Owner Who Asks

The business owner who asks these questions:

• Knows exactly why customers buy
• Understands the real demand
• Removes sales barriers
• Improves the experience
• Grows based on real feedback

The business owner who doesn't ask:

• Guesses why customers buy
• Misunderstands the market
• Wonders why sales drop
• Never improves the right things

Which one do you want to be?

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*Track your customer feedback and build better relationships. Our Contact Management helps you keep customer records organized.*