A few weeks ago, I woke up and my right arm was throbbing. My right hand was completely numb. And after checking, it didn't appear that I'd slept on my hand.
So like 90% of the human race I Googled "my hand is numb."
Apparently, I could have a spinal cord injury, Lyme disease, carpal tunnel syndrome, type 2 diabetes, cervical spondylosis and syphilis. Great!
So maybe I should have gone to the doctor after attempting to pull out a deer tick from my stomach and leaving half of it there.
Seeing as I haven't had a regular checkup in 10 years, I call my doctor only to find out that he's no longer living!
Now I have to find a doctor - I could look online, check out the Yellow Pages, or ask around and find out who my friends are going to and whether they're satisfied. I go with the third option.
Most advertisers will agree that the most effective type of advertising is word-of-mouth advertising.
That's why direct selling is so dramatically successful as a method for marketing every imaginable product and service. One person conversationally telling another person why he or she likes a particular product is much more convincing than any TV commercial or magazine ad.
For over 20 years, I've been successfully running my businesses using direct sales marketing...primarily using offline mail when I owned my mortgage company and now adding online strategies to our marketing mix.
What you as a small business owner have over expensive advertising firms is that as a direct salesperson, you can put this special type of advertising power to work for your business.
Because you are fortunate to be on friendly, personal terms with your customers, you can ask them to promote your services. You can actually turn your present customers into your own personal advertising department. All you need to do ask for their help the right way.
1) Develop a personal relationship
When there's a level of trust between you and your clients, they will enthusiastically go to work advertising your business.
Like in any relationship, trust takes time and patience.
In our wholesale real estate investment business, it often takes months to close a deal. There is no short game so I have to massage those deals, keep communication open...and give the buyer (or seller) the time they need to feel secure enough to pull the trigger.
2) Avoid the pay-off
The most important thing to remember is that this kind of help cannot be bought from your customers. It must never seem like you are offering a bribe in exchange for a list of names.
As a rule, people will not "sell" their friends to you. I'm going to play the devil's advocate here: Offering a "paid incentive" might actually raise doubts about the quality of your services.
The last thing you want a customer to think is "If you are as good as you say you are, why should you bribe people for their recommendations?"
3) Remember two important things about human nature
First, people usually enjoy telling others about products they try and like or services that have scored them impressive results.
Second, people like to be appreciated. And one way they gain appreciation is by being a help to others.
So...ask your biggest fans for their help.
4) Show appreciation
Now when your customers graciously share a referral with you...you're thanking and not bribing them. They'll feel appreciated, not guilty for taking a "bribe"...and will be more willing the next time you ask.
The next time you call on that customer remember to again thank them for their help. Fill them in on the reactions of the prospects they suggested.
Let them know that Mrs. So-And-So did become a customer and purchased such and such, and that Mr. Such-And-Such was interested but wanted to wait until he talked with his wife.
In many cases, after sharing the results with the referring customer, you might even land a couple of additional prospects from them.
Your greatest asset is a pipeline full of qualified leads. And there is no better way to keep that pipeline full while converting prospects to customers than by using the power of word-of-mouth advertising.
Your most qualified leads will always be recommendations from your biggest fans, your satisfied customers.
Seize the day!
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