BELIEVING WORD OF MOUTH IS IMPORTANT
So many of the salespeople I’ve met throughout my life believe that “word of mouth” is the best free advertising and the cheapest way to grow a business. They believe it so much, they even try and help some of their customers to grow their business based on, “word of mouth.” In the past I have often been asked which is the best way to build a good customer base. Most times I have answered with something like, “The best business I know is one built in the main on recommendation, in other words – on word of mouth.”
This one fact alone seems to be the aim of every salesperson. Their belief is that once “word of mouth” begins to grow, so will the customer base. If it worked so well, then why isn’t every salesperson’s mobile ringing off the hook with “word of mouth” enquiries? Because it doesn’t work. In fact, its as far from the truth as one can get.
We need to stop dealing in opinions for a minute and quote fact. Professionals know that if one relies on the spread of “word of mouth” through either the business or domestic worlds – very little business will be written. If business does come from recommendation, this will usually amount to less than one tenth of the real business that should or could be written if the appropriate rules were followed.
Those people who claim that their business grew entirely by word of mouth may be surprised by this statement. They forget however, that they also advertise in Daily Newspapers, The Yellow Pages Directory, do Leaflet drops and special deals with clients for referrals – and so on. But if one asks them where the bulk of their business comes from, they invariably tell you – its word of mouth. Alternately, the seasoned professional is quick to tell you that research indicates that the only time word of mouth works well, is when you least want it to.
Say if you’re selling a product to a select industry group. If they’re happy with your product or service, they usually won’t tell their business associates for fear of losing their completive edge. But if they’re unhappy, they’ll make sure as many of their associates know about it as possible. Sad, but true.
Obviously there’s confusion as to what word of mouth can do – and doesn’t do. Statistically, the quickest and most effective way to build a favourable word of mouth reputation, is to have others who have ALREADY BUILT THEIR REPUTATION help the professional build his/her reputation. In other words he/she works at getting others to put business their way via a personal recommendation.
That is what real word of mouth is all about.
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Copy and distribute this content as often as you want. You are encouraged to share it. © Copyright Peter Collins, Sydney, Australia, 2002, 2007, 2011, 2015, 2017
This Article is by Peter Collins – In a sales career spanning more than 53 years, Peter Collins has focused on helping and bringing out the best in others – whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and has 68 business books to his credit, but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale. Peter had his first book published in 1969 and now has over 133 books in all, including Business, Marketing, Sales, Free Publicity, Body Language, Music and over 30 Christian books to date. Peters books have sold over 2.5 Million copies over 48 years. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.
© Copyright Peter Collins, Profit Maker Sales, Sydney, Australia, 1994, 2002, 2007, 2011, 2015, 2017, all rights reserved. Peter can be contacted through his website – profitmakersales.com
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