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What if the secret to skyrocketing your sales wasn’t just a sharper approach or better ads, but truly listening to your customers? As the owner of a small business, customer feedback is more than just a box to check; it’s a goldmine for growth. In any business, success hinges on understanding the market you serve—where you're winning, where you're losing, and how to adapt. Yet, too often, businesses assume what customers want instead of creating a dynamic feedback loop that fuels real growth.
In this Q&A, we sit down with Jason Segal, a seasoned expert in sales, to learn about how Canadian small businesses can harness the power of customer feedback to refine their sales game. Whether you're looking to organically build trust, overcome objections, or simply stay ahead of the competition, these insights will transform the way you think about customer conversations.
Here’s what Jason had to say.
I always like to say, think of customer feedback like a treasure map, because it shows you exactly where your opportunities for growth lie. It provides a direct line of sight into your customers’ needs, preferences, and pain points. For small businesses, especially in Canada, where the competition can be fierce, feedback is key to staying relevant and the express lane to delivering excellence. It helps build trust, refine your sales approach, and it can (and should) guide your product development. At the end of the day, we are here to serve our clients and everything we build is for them.
There are four valuable types I’d focus on:
The key is to cast a wide net but stay focused on actionable feedback.
Start by encouraging reviews—if you are confident in delivering a great client experience those reviews will flow in and the ones that are not 5-star are where you learn to be even better, call the customer and work on improving the experience as every client experience is at the heart of everything we do. Use tools like Google Forms, Typeform, or even your CRM to run surveys. Also, don’t overlook social media; tools like Hootsuite can help monitor the mentions of your brand. Lastly, make sure that you centralize all this data so you can spot patterns easily.
The first step is to look for patterns. Are there recurring complaints or compliments? Next, segment the feedback. Distinguish what feedback is coming from loyal customers versus new customers or unhappy customers who are unlikely to buy from you again. Prioritize the changes that will have the biggest impact, whether that’s addressing a common pain point or capitalizing on a strength.
Well, I think one of the most important things feedback items tell you is what language speaks to your audience. For example, if your customers consistently mention the ease of use, then highlight that in your sales approach as that is clearly a core value proposition. If their objections often revolve around price, then the feedback can guide you to highlight where the value add is created to align with cost. Ultimately, your sales approach becomes more relatable and tailored to your audience and most importantly organic, always just be you, don’t sell your brand be the proud ambassador to it.
I’ve seen many businesses that were able to successfully leverage feedback to increase sales, so several entrepreneurs come to mind. Recently, a Café in Montreal did this to perfection. After receiving repeated requests to offer dairy-free options, they expanded their product offering to serve those customers. Not only did this lead to a big boost in sales, but it also prompted an influx of positive online reviews about the business. Another client, who sold a high volume of fruits and vegetables, consistently heard from customers about the importance of supporting local produce. In response, he pivoted to sourcing 100% locally, building a strong community around his business and generating millions in sales year after year. This shift not only proved highly successful but also deeply rewarding, as it directly supported local farmers.
You’ll have to track KPIs (Key Performance Indicators) like your customer satisfaction scores, repeat purchase rates, and conversion rates from your sales process. Keep an eye on how your NPS (Net Promoter Score) evolves. Keeping track of these metrics will show you if your feedback-driven changes are resonating with customers and making a real difference.
It’s important to start small. Pick one channel, like online reviews or a simple survey, and begin gathering insights. Commit to using the feedback, even if it’s just to tweak your messaging or product slightly. And remember that closing the loop is critical. Let your customers know you’ve made changes based on their input. It’s the fastest way to build loyalty. In short, never lose touch with the people you’re here to serve. Always be willing to pick up the phone and ask, “How can we do better?”—because what worked yesterday might need to evolve for tomorrow’s customers.
The magic of small business is having a direct pulse on what your clients want. That connection is what drives iteration, growth, and scale. As your business evolves, never lose that personal interaction, and always remember what got you there in the first place.
Too often, businesses sit in meetings debating what they think their customers need, discussing pain points and opportunities from an internal perspective. While team input is valuable, I challenge business owners to take a more direct approach: Pick up the phone and ask your client.
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