You want to publicize your business, and a magic genie has given you a choice of the following three wishes: a). a full page ad in the New York Times, b). a 30-second spot during the Super Bowl, or c). a personal recommendation from each of your customers to their friends and family. Which would you choose? If you picked “C,” you may now retire to the Caribbean island of your choice.
The word-of-mouth referral is the most effective marketing tool available. The referred customer or client is easier to hold onto than the one who walks in off the street because they expect a positive experience. By the time they walk through the door or pick up the phone to contact you, they already feel a sense of trust and loyalty. So, how do you encourage your satisfied customers to spread the word? First of all, make sure they’re satisfied. This means maintaining a policy of high quality no matter the cost. When you leave someone with a powerful impression, they’re going to tell others. If they’re unhappy with what they paid for, you can bet that everyone they know will hear about it. When they’re merely satisfied, word won’t get around. But when they are deeply impressed, they will be eager to spread the word.
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