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Essentials of Word of Mouth Marketing
By Marty
Foley
What's
the least expensive, yet at the same time, the most credible
form of advertising? Yes, it's word of mouth.
Every
business, either knowingly or unknowingly, generates word of
mouth that is either positive - which helps build their
business, or negative - which hurts it. There are even some
fortunate (but relatively few) businesses that rely entirely on
word of mouth to generate more business than they can handle.
How
many times have you made a decision to do business with (or
avoid doing business with) a certain company based on what
someone else told you? Probably more than you realize or can
even count.
When
someone says good things about your business to someone else, it
serves as a real-life testimonial, which is much more believable
than when you toot your own horn by saying good things about it.
Studies
have shown that the vast majority of dissatisfied customers and
prospects won't voice complaints to responsible persons in a
business which they've experienced some dissatisfaction with,
but will quietly take their business elsewhere. And since
they'll likely spread negative word of mouth about their
experience to others, not only does the business lose future
business from the dissatisfied customer or prospect, but also
from others that may be repelled by hearing such negative word
of mouth.
That
doesn't have to be true in your case, however. Here are some
tips on generating positive word of mouth advertising for you
and your business:
1)
The foundation of generating positive word of mouth is offering
quality products and services. If what you offer is shoddy,
you'll generate word of mouth, but it will be negative, which
will hinder others from doing business with you as word gets
around. You'll be shooting yourself in the foot.
Therefore
you should aim to make your products and services the best they
can be. Realize there is almost always room for improvement and
be willing to make such improvements when reasonably possible.
2)
Solicit, yes, actively seek feedback in the form of
questions, comments, and even complaints from customers and
prospects. View these as opportunities to improve your products,
services and customer support.
3)
Another key is delivering excellent customer service. So many
business people treat customers and prospects as though they
don't count for anything.
How
many times have you been treated rudely by customer service
personnel at a place of business? What about business people
that tell you they will call you right back, or that they will
send the information out to you right away, or that they will do
this, that, or another thing, but consistently don't follow
through on their word?
Granted,
nobody's perfect. But if they practice such things consistently,
you tend to believe less and less of what they tell you, like
the boy who cried wolf. Will you be eager to continue doing
business with them? Not likely.
Especially
since repeat business is crucial to most any business, such
practices - although common everyday practice - are self
defeating.
4)
Do your best to follow through with what you say you're going to
do. Don't make unreasonable promises you know you can't keep. If
something unforeseen comes up that prevents you from living up
to your word, try to let the other party know about it in
advance.
5)
Don't just try to meet your customer's expectations. Exceed
them. In other words, under-promise and over-deliver.
6)
If a customer is not satisfied, take reasonable steps to try to
make them happy. You might even convert a disgruntled person
into one of your best word of mouth advertisers.
The
above things aren't just the right thing to do; they are smart
business practices.
If
you (and any employees you may have) act differently than the
run-of-the-mill standard, you'll stand out from the crowd, be a
welcome business associate in a commonly rude and selfish
business environment, and your satisfied, loyal customers will
be your best form of advertising.
Internet
Profit Strategies Revealed! Discover eye-opening techniques,
tactics and strategies in Marty Foley's revealing handbook, Internet
Marketing Goldmine.
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