Thoughtful Thursdays – A few words on word of mouth
Although today’s thought leans more to marketing, it is one of the most powerful influences leading to a shorter sales cycle – word of mouth.
Word of mouth occurs only when you have the mouths to spread the word, not before. It happens when you have successfully exceeded your customers expectations and the value of the product/service delivered is truly appreciated. It takes your business to the top of the list of potential suppliers and in many cases removes your competition from the sales equation. You do not have to pay for this service. A satisfied customer will be happy to make the recommendation.
In my experience new business owners expect word of mouth to key to their success. They are correct, but often lose sight of the way the process works.
Word of mouth is a benefit that comes as a result of sustained exceptional performance. Remember that one data point does not indicate a trend. Resting on your laurels is a sure way to lose any advantage gained through word of mouth.
The strongest recommendations come from your customers, not from those who do not have first hand experience dealing with your business. Differentiate personal recommendations from unsupported referrals.
Summarizing, focus on meeting and exceeding your customers expectations and word of mouth will happen on its own. You do not need to chase it.
Good selling,
Richard
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