Your hotel and restaurant customers should be at the top of the list of people to get advice from. Why? Because these are the people that pay you money; your business runs because of them, so the least you can do is listen to their feedback.

So let us continue the 10 Awesome Questions to ask every customer you have right now!

6. What did you honestly think of our service?

I know that business owners might not want to ask this question because it is a tough one, but it has to be asked. You might not want to hear negative remarks from your customers. Just the same, after a customer has had the chance to experience your service, ask them what they honestly thought of your service. If they give you a flippant answer, ask again, and let them elaborate.

Now if you are squirming as you read this, you might have a problem, as you should be able to ask this question honestly and confidently without the fear of hearing the stark truth. So again, work hard to close the gaps. Take the time to review your entire sales and service experience. Then look for ways to improve them.

7. What is one thing that we could do better?

This question probes deeper. Even after you have done a great job, ask this question. Know your areas for improvement by asking, “Well if there was one thing we could do better, what would it be?” This is in the form of a searching question which a customer has to answer.

He will come up with an idea or suggestion that might have been overlooked, and it just might be the key to unlocking something very powerful about your business. So keep asking this question and do the necessary fixes here and there, and you’ll soon build an unstoppable business.

8. What else would you like us to sell or offer?

This question is a killer question and can seriously open the door to thousands or even millions of dollars in extra profits. But do not ask this question yet during sign up or even the delivery phase of your service.

Only ask this question when you have gained a sufficient rapport with you customer and you are talking like close friends. When you have established enough trust, ask them, “What else would you like us to sell?” Do not ask the question “What else would you like buy?” If you ask the “buy” question, people will normally say, “I’m fine right now.” Or they ask you, “Well what else can I buy?” This is a good conversation to have.

However the sell question will get you and your customer thinking about new products and services that you have not even contemplated yet. When you sell someone a product you solve a problem but you create another. And if you aren’t aware of the other problems you create, your customers will go elsewhere to solve them. For example, I help people increase their business profits. I solve the problem of not enough money and I create the problem of what they are going to do now with their extra profits.

So by asking this same question to my customers, I have learned that they like to know how to invest profits to build wealth and that they want to learn about protecting their income. So offering quality investment opportunities and business insurances are other areas I’ll be expanding into.

9. Do you know anyone that could benefit from working with us?

Again, ask this question only after you’ve provided an excellent customer experience. If you’ve done your job well, people will naturally want their friends to benefit in the same way they did. So ask the question and then pause and wait for a response. If they are hesitant to share names, it might be because of two reasons. It is either there might be some unresolved issues that need to be addressed or they are a little concerned that you will hard-sell their peers.

Both these issues can be resolved simply by talking honestly with your customer. However if you’ve done your job well, you’ll find that vast majority of people are only too happy to refer you to their family and friends. The reason why this is so powerful is: like attracts like.

If you have a great customer, generally all of their friends will also be great customers. So have fun with it. If you’ve built enough rapport, your customer will provide you with a list of names and numbers which you can follow-up!

10. Do you know any businesses we should align with?

This questions digs a little deeper into your customer’s psyche. Ultimately, if they allow it, you would want to find out as much information about them as you can – what magazines do they read, what shows do they watch, what personalities they listen to and where they shop.

By knowing these information you can develop a profile of your customers and this makes it easier to uncover new marketing or cross-promotional opportunities. You want to ask, “Do you know any companies we should align with?” By asking this question, people start thinking and after a few moments they say, “Yes you need to speak to my ‘ABC’ business and you should also talk to ‘XYZ’.”

This is great business, as you can contact these businesses and say, “One of our mutual customers John Smith suggested we talk. He sees an opportunity for us to work together that will benefit us both ways. Are you open to meeting for coffee so we can discuss some ideas?” And just like that, you are in.

Your customers hold the key to unlocking untold profits for your business. So constantly seek their feedback in a meaningful and purposeful way. Grab a pen and spend the next ten minutes planning out how and when you are going to integrate these questions into your business.

If you need to make graphs to put on desks – do it. Or if you already have scripts or process maps, find a way to work these in. Finally, if you have a team, get all your team members involved in this activity.

So run training on these questions and then have a monthly meeting where staff can share what they have learned. If you do this process right, your hotel and restaurant business will reap the awesome rewards.