Even if we dont always want to hear it, feedback can strengthen our businesses. In this article I discuss the value of feedback, how to get it and act on it, and when to give it.

I learned the value of feedback while working in the restaurant business. I started as a server at a Marriott Hotel where we were asked to give our guests evaluation cards to fill out. At first I hated doing this, even though guests were thanking and praising my service along with leaving hefty tips. Then we had a contest to reward the person who turned in the most cards (which I won, by the way).

The feedback was mostly laudatory, but I also picked up some suggestions on how to be even better. And, if a guest was unhappy about something besides my service, the hotel benefited by knowing. When I switched to a different restaurant, I learned even more about the value of feedback. We had "shoppers" who filled out a questionnaire from the moment they got out of their vehicle. It was eye-opening. You see, if no one is ever asked for feedback, most will not complain, they will just leave, never to return.

Other people to ask for feedback are those who are in the same or similar business as we are. The Small Business Association has an organization called S.C.O.R.E. which consists of a group of volunteer, retired business people who will answer questions and share their past experience and expertise with you. It is also a good idea to ask for a short interview with someone who is doing what you do, or want to do, and pick their brain -- even better, treat them to lunch or breakfast. My one caveat is not to waste their time (see the following).

Once we get this valuable feedback, it is important to take action. If we just get feedback that either makes us feel wonderful or lacking and react positively or negatively without acting on it, then what was the point? Recently, I was part of a group who were asked by a young woman preparing to give a seminar at a regional conference to preview her presentation. We were to be "tough" with our comments and tips.

It was a dry and technical topic and she was OK but not very exciting. Trusting and knowing her and her sincerity, we gave her many suggestions on what worked and what didn't. Two weeks later, I witnessed the updated presentation at another meeting. She had taken all our suggestions, used them and even more. Her presentation was professional, interesting and exciting. I give her a lot of credit for being willing to listen and act. We all gained from the experience!

What about giving feedback? Oftentimes, I am asked for feedback. First, I make sure that the person asking truly wants helpful feedback. There are some who ask for it, but will quickly become defensive if you suggest any changes. Read how they are reacting -- if they are looking for polite praise, it is OK to tell them the good.

Then there are those who ask for suggestions on how to improve, take up lots of your time and effort and then never follow through with any action. I see this often in the fitness classes I teach. I am always happy to stay after class to discuss nutrition and/or how to get started with a fitness plan. As time goes on I see them gaining rather than losing fat and working out less and less and finally disappearing (maybe returning a year later and asking the same old questions).

So, be cautious when asked for feedback. Not everyone really wants it.