Word of Mouth Tactics – Part 1
Today we’ll start a new series talking all about Word of Mouth and how it can make or break your business in an extremely short amount of time. In this first lesson we’ll get a feel for what exactly word of mouth is.
Word of Mouth is easily the most powerful form of marketing and is absolutely free. People talk about ads they see, experiences they have and the products they purchase. If you treat people right and spread the word about your new products/services in a positive way, you’ll attract the right customers and client who will sustain your business for a long time.
Now, as positive as word of mouth can be for your business, the other side of the coin is how negative it can be as well. Bad news seems invariably to travel faster than good news and if you have a less than high-quality product or weak customer service system, then your customers will tell everyone they know to not buy your products and services.
The age of technology has proved to be an amazing benefit in the world of word on mouth. With blogs, podcasts, online marketing, forums, social networking and all the other online mediums available and making it easier and easier for consumers to share their experiences. And, remember this is all free advertising for you.
Let’s take a minute to talk about the importance of shortening the customer decision cycle to help customers/client choose more quickly and easily. There are three great ways to increase sales by shortening the decision cycle. They are:
- Increase the overall dollar amount customers spend on each purchase
- Increase your number of customers
- Increase frequency of purchases
Let’s take a deeper look at decision speed. Offer simplicity, ease and a fun purchasing atmosphere and you’ll help your customers make their decisions quicker and more confidently. When this happens your customers will buy more frequently, spend more money than usual, refer friends and make the decision to purchase more quickly. This can raise your market share by over 100 times.
The time it takes your customer to decide and purchase far outweighs any other component of marketing. When you focus on customer decision speed it forces you to take a hard look at your company and brand image, positioning, value, customer service, guarantees and product quality.
The next area I want to talk about quickly is how to minimize the friction, or stress, involved with decision making. No matter how easily people find decision making there is a certain amount of anxiety we all experience when making a purchase, especially from a new source or for a large amount of money. When you help to minimize this emotional response, you will soothe your customers’ anxiety and they will make their decision quicker and more confidently.
There are a few secrets to accelerate the customers decision making progress:
- Your benefits, features, claims and promises must be obvious, clear and concise.
- The information you offer must be complete, easy to understand, credible and balanced.
- Use comparisons that show a marked difference.
- Your guarantees must be rock solid and more than the customer expects.
- Make trial periods easy.
- You must have simple evaluations of your products or services.
- Testimonials need to be relevant and positive.
- Your support, delivery and other operational systems must be perfect.
- Your website can be as good as you make it. You can offer more than information, you can offer an experience that guides your customers gently through the decision making process to make it easy for them to buy.
- Take it a step beyond by offering toll-free support numbers
- software downloads to help with the process or other classy and informative ways to reassure your customers that you are there with them every step of the way and have nothing to hide.
This wraps up the first post in our series on word of mouth. If you need help identifying your target market and the issues they are experience in their purchasing experience that is making their decision time long, try our FREE test drive and work with one of our coaches to come up with the best way to smooth out your purchasing experience.
Next time we’ll move forward with word of mouth and talk about the power of word of mouth and what exactly this powerful tool is and can be used for.
If you’d like a FREE tour of Best Entrepreneur Solutions & how it can help grow your business, check it out at www.BestEntrepreneurSolutions.com/guidedtour
To Your Success,
Nancy Baki at Best Entrepreneur Solutions
Bring Them Flowers…
There are a few things you need to do and consider to prepare for your first face to face meeting:
- Make a list of what you want to accomplish during the meeting.
- Anticipate potential concerns from the client.
- Check to make sure you are completely prepared.
- Listen more than you talk.
- Bring support staff with you.
- Use and respect the clients’ format.
- Always follow through.
- Ask for what you need and seal the deal.
- Simplify your prospects life.
- Find ways to boost your credibility.
- Build and nurture relationships.
- Learn from “no”. Find out what didn’t work so you know how to change it for the next time.
These are all important things to do both before and during your presentation. With confidence behind your company and product you will catch that big fish. The next step of the process is negotiation. This can seem a little intimidating but with a few tips and tricks can become natural to you.
Here are some tips to help you negotiated successfully:
- Build a pricing strategy and stick with it.
- Prioritize what you plan to offer. This should include what really matters to you and what you are willing to give in on.
- Don’t give in too quickly.
- Negotiated with a person, not a “company”. Don’t let their answer be that they would like to, but can’t.
- Don’t sell yourself short.
- Mitigate your pricing. If you go to low you won’t be able to raise it back up and you need to make a profit.
- Don’t sacrifice quality for the deal.
- Your services should always count as costs.
- Boost margins with add-ons.
- Handle request for proposals with the utmost care.
These are the ways you make sure that both parties are getting the best possible situation from the partnership. Once you start meeting or working together, it’s important to continue to build your relationship so that that representative becomes a big of an ally for you. They are more likely to vouch for you and build on the partnership you have with their company.
We like to call this person a champion. They are champion for your company and can bring a stronger, brighter future to your company. Here are the characteristics of a great champion:
- They are respected by supervisors.
- They are socially networked.
- They think in the best interest of their company’s long run.
- They are able to quickly navigate through the company to get things done.
- They are willing to give credit to another person.
- They share the same business philosophy, values and vision as you.
Now, that you know how to negotiate for what is best for both parties and build on relationships, we’re going to talk about how to use your fish’ power to the best of your benefit.
If you need help with any of the negotiation or courting process, try our FREE test drive to get access to a wealth of great tools and resources to help you be successful.
Check it out at www.BestEntrepreneurSolutions.com/guidedtour
To Your Success,
Nancy Baki at Best Entrepreneur Solutions