Word of Mouth Marketing
By Nigel Temple
One of the best ways to generate new business is by word of mouth (WOM). After all, I’m sure that you are happier dealing with someone who has been recommended to you. However, most businesses I have dealt with tend to operate very haphazardly in this area.
Consistent WOM is based on:
- A great product or service. Be honest with yourself: are you entirely satisfied that you are delivering the best of the best?
- Excellent customer service. Everyone can benefit from customer service training - which can make a dramatic difference in this area.
If you score highly in both areas, you will generate positive WOM.
Business Referral System
Many successful organisations have a formal ‘Business Referral System’ (BRS). This includes targets for the number of referrals to be generated each month. There are rewards for the most productive 'referral generating' staff. Everyone in the organisation needs to help to feed the BRS.
Encouraging recommendations
You should encourage clients and third parties to recommend you. After a ‘job well done’, most people are happy to make a recommendation. However, they may well be ‘backward in coming forward’. The answer is to tell them that you always welcome referrals, along the lines of: “Tell me, who else do you know who would like to hear about our work? If you can give me some names, we will write to them."
Once you have an introduction – put the details into your computer database. You can then send an introductory letter – or call them if it is a ‘hot’ lead. You can also ask if they would like to receive your ezine.
I remember once being in a client’s offices. They were saying how happy they were with my marketing consultancy service. One of the directors said:
“Actually, Mr Smith at one of our clients was talking about marketing just the other day.”
“Do you have his phone number?” I asked.
“Sure I do,” my client said. “Would you like me to call him?”
“That would be great,” I said. “While we’re talking about it, why not try and reach him right now? I’ve got my diary with me.”
The result was that he called and put in a good word for me. He then passed the phone over, and I fixed up a meeting there and then. When the dust finally settled, I had billed this new client over £20,000. Not bad, from one brief conversation, was it?
Rewards:
Your BRS could be based on a reward system to both clients and staff who generate leads and help you to achieve sales. By the way, 'reward' does not have to mean 'money'.
Internal Reward System:
On a monthly basis, the team member who generates the highest number of quality referral leads could be rewarded. The nature of the reward will depend on the number of leads and their quality.
External Reward System:
Clients and third parties who recommend you, resulting in a quality lead or sale should be thanked and may be rewarded as appropriate.
Some ideas for you:
Always have a few of leaflets in your car / briefcase / hidden about your person. Make sure that you always have a fresh supply of business cards. If you are in a service business, tell people that you offer an initial free consultancy session.
Conclusion
A referral system makes sense. By helping to generate more interest and sales, it will contribute to your prosperity. The key is to systemise it and make it part of the 'way we do things around here'. Good luck!
Written by Nigel Temple, the UK based marketing consultant, speaker and author.
|
