Word-of-mouth marketing is often considered one of the oldest
and most powerful forms of advertising. In fact, most
businesspeople understand that it works--they just don't know
how it works.
Some people think word-of-mouth is something that just
"happens"--like the weather--and they let it take its own
course. But if you want to be successful at developing
word-of-mouth for your business, you should be as organized and
thoughtful about it as you are about other types of advertising and
marketing. In fact, if you take this approach, eventually, you can
get almost 100 percent of your business exclusively through
word-of-mouth! The key to creating a successful word-of-mouth
program lies in developing a formal plan for systematically meeting
people and cultivating relationships with them. Here are 11 ways
for you, or the salespeople who work for you, to get your own
word-of-mouth marketing program off the ground.
1. Don't be a cave
dweller. Get out and meet people. Start by setting a goal for
the number of appointments you'll establish with people you
wish to develop networking relationships with every week.
2. Know how to ask for the referral. There are specific
techniques you can learn and develop that will help you hone your
ability to ask for the referrals you want. One such technique is to
ask "Who do you know who...?" You would then list several
types of people you can help, such as someone who is new to the
area, someone recently married or someone who has just started a
business.
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3. Consciously select at least three different business or
networking groups to join in the next three months. These
groups might include chambers of commerce, community service groups
and trade associations. When joining various organizations, make
sure you select a well-rounded mix of business groups in which to
participate. Try to avoid being in more than one group per category
(i.e., two chambers of commerce), as this will divide your
loyalties and put you in a position where you'll be making
promises to too many people.
4. Develop a creative incentive to encourage people to send
referrals your way. A music store owner, for instance, sends
music tickets to people who refer business to him. Another example
is the chiropractor who posts thank-yous on a bulletin board in his
waiting area to all his patients who referred patients to him the
previous month.
5. When attending meetings and other networking events, bring
the right networking tools with you. These include: an
informative name badge, business cards and a business card carrying
case to hold others' cards.
6. Spend time developing your networking skills. Read
books and articles on networking, listen to tapes, and talk to
people who network well. Networking is an acquired skill.
7. When attending a business mixer, act like a host, not a
guest. You are wasting your time at mixers if you stand around
visiting with coworkers or others you already know rather than
meeting new contacts and introducing them around. These events
offer a great way to increase your visibility! If appropriate, ask
to be the ambassador or visitor host in the organizations to which
you belong. As such, it will be your official duty to meet people
and introduce them to others.
8. Invest time in developing a 60-second message about your
business that explains what you do. Try to think of a
"memory hook"--a brief, ear-catching phrase that so
vividly describes what you do that people will be able to visualize
it with their eyes. For example, a travel agent uses this to
describe his services to a large audience: "Ninety percent of
all accidents happen in the home...so travel!" When you
introduce yourself to groups of people, use your memory hook.
Chances are, this will help them remember you and what you do.
9. When you meet someone and exchange cards, take a few
moments to flip the card over and jot down some information about
them or their business that will help you remember them and refer
business their way. If a new contact sees you actively doing
something that will benefit them, they are more likely to take your
need for referrals seriously. Let them know as you are writing your
notes that you will keep them in mind if you find someone who needs
their product or services. This is a very simple, yet powerful, way
to make a great first impression that can be developed into a
mutually beneficial networking partnership.
10. Talk less and listen more. Remember that a good
networker has two ears and one mouth and uses them accordingly.
11. Connect with people outside of business meetings whenever
possible. Drop notes, letters and articles that might be of
interest to them in the mail. Call to check in with them or invite
them to events you may be attending that might be of interest.
You are potentially linked to a vast network beyond your own
sphere. By implementing the tactics above, you will receive
benefits from that network. Maximize your opportunities to
cultivate networking relationships with others, and you will see
just how effective word-of-mouth marketing can be!