Did you know 92% of consumers trust recommendations from others, even strangers, over brand messaging?

This is good news for you! It means feedback is an untapped goldmine for solopreneurs and small businesses. We lack large teams and rely on direct client insights to refine our offerings.

Feedback is often viewed as criticism but that’s a fixed view. It’s a tool to build client loyalty and attract new business through testimonials and case studies.

Today we’re diving into practical steps to collect, use, and transform feedback into fuel for your business’s growth.

The Power of Actively Seeking Feedback

Waiting for feedback passively limits insights. Proactively asking shows confidence and builds trust.

How does quality feedback support your business?

Feedback is a great way to identify blind spots in your offerings (e.g., service gaps, unclear messaging, etc.). It also signals to your clients that you value their input. As an added bonus, the information you gain provides raw marketing material in the form of testimonials and case studies.

Receiving feedback can induce anxiety if we don’t shift our mindset. Feedback is data. Reframe it as a gift of information instead of criticism to overcome fear of negative responses. Take the emotion out. 

Would you be more inclined to seek out feedback and make adjustments to your business if you knew it would make your business more profitable? Multiple studies show that not only will you grow a more financially stable business, you will also improve your services and retain quality clients.

How to Collect Feedback Effectively

Timing is key. Ask for feedback at the right moments, such as post-project, the end of a workshop, or immediately after delivering service.

Simple ways to collect feedback are by using:

Surveys: Send a short, targeted survey (no more than 5 questions) via tools like Google Forms or Typeform.

Direct Conversations: Schedule follow-up calls or send personalized emails after providing a service to gain information on the client’s experience.

Incentives: Offer a discount or free resource to encourage responses to surveys or direct conversations.

Comments and Polls: Encourage communication on your social media platforms by asking followers to respond to your content.

Make your questions: 

• Open-ended: What’s one thing I could do better to serve you?

• Specific: How clear was my communication throughout the project?

• Future-focused: What additional services would make your life easier?

My general rule of thumb is to provide anonymity to respondents whenever possible. These responses are likely to be the most honest. However, there are times when contacting a client directly serves you (and them) best. 

For example, if a project was particularly challenging or complex, wrapping things up in person (or via video call) serves two main purposes: (1) It gives you the opportunity to gain deeper understanding through open, back-and-forth communication. (2) It allows you to further build rapport and, when needed, repair relationships.

Prioritize questions around challenges your business is experiencing or areas where you wish to grow. Keep questions simple (don’t try to stuff 2-3 questions in one). Clients should be able to respond quickly within 3-5 minutes.

Turning Feedback into Actionable Improvements

Develop a repeatable process to review feedback and turn it into a usable resource.

• Analyze Feedback: Group feedback into themes (e.g., service quality, pricing, communication).

• Prioritize Changes: Focus on high-impact, feasible adjustments first (e.g., streamline onboarding if multiple clients mention confusion).

• Implement and Follow Up: Make changes, then circle back with clients to show you acted on their input, reinforcing loyalty.

A 2022 HubSpot article cites that 83% of customers feel more loyal to brands that respond to and resolve complaints, implying that businesses (including small ones) that act on feedback see tangible benefits.

When I was in e-commerce I used feedback to source products people wanted, adjust the price on my products, and write stronger sales copy to attract buyers. My sales (and profit) increased with every informed improvement I made.

Don’t take negative feedback personally—use it as a roadmap for growth. Your emotions are easier to manage when you develop a framework to treat your feedback like currency for your business.

Transforming Feedback into Marketing Gold

Testimonials, case studies, and social proof are some of the most valuable feedback you can collect. 

Testimonials are free advertising. I personally gather them every time I engage with people in a professional capacity. You must get into a habit of asking for testimonials (and reviews). Ask clients to be specific with their feedback. From a marketing perspective a testimonial that telegraphs impact (Your weekly reports saved me 5 hours a week!) highlights your strengths to you and potential clients. Positive words without specificity (Great work!) may feel good, but they don’t drive business in your direction.

Case studies are great for long-form content—your website, newsletters, videos, etc. A case study is a powerful story that shows how you solved a client’s problem, using their feedback to highlight your impact and prove your value. 

It’s a structured narrative with three parts: the client’s challenge, your solution, and the results—backed by specific client feedback to make it credible and engaging. Case studies turn insights from your clients into marketing gold, helping you attract new business by showcasing real success.

Social proof is sharing feedback snippets on platforms like LinkedIn, Facebook, Instagram, or YouTube to build credibility. If you’re on multiple platforms, repurpose your content to reinforce your message.

Always get a client’s approval before publicizing feedback to maintain trust. I make it apparent on my request for feedback that I will use it for marketing purposes, and I give clients the option to use a pseudonym. This puts them in control.

Building Loyalty Through Feedback

Respond to clients once they give you feedback. This makes them feel heard and fosters long-term relationships. 

Acknowledge feedback promptly by thanking clients and share how you’ll use their insights. If feedback is anonymous, send out a group “Thank you!” detailing how you use feedback. 

A simple “Thank you!” goes a long way. I’m in contact with most of my previous clients today and they all return to me when they need my services. Furthermore, they refer their friends and extended network to me. 

I always try to offer the best quality services to my clients and constantly strive to improve my process. However, this is more about building relationships than it is anything else.

Remember, clients work with people they trust.

My Final Word

Feedback is communication that guides you towards providing clients better offerings, stronger relationships, and building a catalog of powerful marketing materials.

I encourage you to see feedback as your secret weapon for standing out in a competitive market.

A 2018 Forbes article states that 96% of dissatisfied customers don’t complain directly to the company, highlighting the need for businesses to actively seek feedback. This suggests that only a minority of businesses, including small ones, are proactive about feedback collection, as many assume customers will volunteer complaints.

This gives you an edge over your competition. Take control by gathering and acting upon feedback to build a strong image and lasting relationships with clients.

Your Turn: This week, reach out to 3 recent clients and ask for their honest feedback. Use this template: Hi _____ (Name), I’m always looking to improve. Could you share one thing I did well and one thing I could do better? I value you your opinion. Turn their responses into at least one actionable change and one testimonial. Start now, your next big win is waiting!

Special Invitation

Follow me on YouTube and LinkedIn to get tips and articles on business and career advice, and burnout recovery!

Sending you all Peace, Love, & Harmony!

-Michele

Do You Need Help Tapping Into Your Potential?

Are you struggling to meet your goals and wish you had support? Have you ever considered working with a coach? You may not know what a coach does.

One-on-One Coaching:

• You and I develop an individualized plan targeting your specific goals

• You receive individualized support from me

• Answers to your specific questions

• Guidance on your specific issues and blocks

• Accessibility to me outside coaching sessions for added support (individual texts and emails to check in)

• Your plan leads to learning how your personal growth is in your control

Are you ready to take action but are at a loss on what step to take next? 

I can teach you how to get started and accelerate your growth by using repeatable methods. Need the tools? I’ve got them. The goal is always to make you independent. I should be working myself out of a job. Once you take off, you may want to have a session from time to time, especially if you are scaling your goals. A good coach teaches you how to stand on your own two feet. Contact me today. Are you ready to CONNECT?