Source vs motive: A better question to ask new customers

Most companies work hard to find out where their customers come from.  In some form or another, new customers often get asked the question: “How did you hear about us?”

The answers are still valuable, of course, but only if they’re accurate.  I’m willing to bet most customers don’t remember.

Our own reporting is often far more accurate than trusting a customer has been paying attention to that path.   Our systems have a better memory, plus ability to remember where it may have started, and which touch points had the biggest impact on velocity and conversion.

A better question  â€“ something that every customer can answer distinctly and that will give you tons of value every time and over time – is why they chose you.

Instead of asking “How did you hear about us?”, ask “Why did you choose us?”

It would be interesting to see if their answers map to your messaging.  If the trends you hear map to your content strategy.  If the words they use are included in your marketing materials, sales templates & scripts, etc.

That insight is rarely found in your CRM, your marketing automation platform, your attribution reporting.  But its value can improve everything.