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Unfortunately, as business owners, managers and marketing pros, our perspective of our business is a little skewed. It’s only natural. We aren’t the customer. But there is nothing more eye-opening than actually seeing your business from your customers’ point of view. One of the most effective ways to do that is to employ secret shoppers.

Secret shoppers provide the best of both worlds. They come in fresh and experience your business just as a regular shopper would. But they also understand customer service, marketing and your business well enough to notice all the little things the average customer would feel but might not be able to articulate. A savvy secret shopper can help you identify places where you lose sales, improve retention or even add new services.

Another benefit of using secret shoppers is that it gives you the opportunity to recognize and reward employees who are delivering at a high level. Their feedback is also excellent content for staff training sessions.

Don’t think a secret shopper is only viable for retail businesses. Whether you are a CPA, sell insurance or have a bait shack, you can benefit from a secret shopper. If you hire a good one, it will change the way you do business. For the better.

Don’t take the shortcut on this one. Your mom, buddy and next-door neighbor are not viable choices for several reasons. First, they aren’t going to be brutally honest. Second, they don’t really understand consumer behavior and expectations, so they won’t be tuned in for the nuances that could help you improve your business.

If you try this, you will absolutely improve your business. But if you’re going to do it, do it right and hire a professional.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2007 Drew McLellan