Making WordofMouth Marketing Work
Making WordofMouth Marketing Work
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% of your business exclusively through word of mouth! The key to creating a successful word-of-mouth program as part of your daily activity, lies in developing a formal plan for systematically meeting people and cultivating relationships with them. Here are 15 ways for you, or the sales people 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 who has just started a business.
3. Consciously select at least three business or networking groups to join in the next three months. These groups might include chambers of commerce, community service groups and trade associations.
4. Diversify your activities. 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.
5. 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-you’s on a bulletin board in his waiting area to all his patients who referred patients to him the previous month.
6. 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.
7. 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.
8. 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 whom 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.
9. 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.
10. Right after you meet someone and exchange cards, take a few moments to flip the card over and jot down a couple sentences 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.
11. If you have a large enough office, volunteer to throw a mixer or other event at your office to get exposure for your business. This is particularly effective around the time of year employees get to choose their own insurance. Also, opening your office up to another organization, such as the chamber or your networking group, fosters your developing image of being a “gatekeeper,” or person who serves to put others together with the intention of developing referrals for everyone.
12. Talk less and listen more. Remember that a good networker has two eyes and one mouth and uses them accordingly.
13. 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.
14. Monitor the referrals you give and receive. This tells you how often you are giving referrals and to whom. Having this information helps you focus on helping people who have helped you in the past. It sets up the reality of the “two-way street” nature of word-of-mouth marketing.
15. If you have the opportunity to distribute your materials to clients or at networking meetings, do it. Bring brochures, newsletters and other information about your company and your products and services. If people can see, touch and hear things about your product and services, they’ll be more likely to use you or refer you to others.
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!
Called the father of modern networking, Dr. Ivan Misner is a New York Times bestselling author and Founder of BNI (www.bni.com), the world’s largest business networking organization. His latest book, Truth or Delusion can be viewed at www.TruthorDelusion.com. Dr. Misner is also the Sr. Partner for the Referral Institute, an international referral training company (www.referralinstitute.com). He can be reached at misner@bni.com .
Making WordofMouth Marketing Work - To learn more about this author, visit Ivan R. Misner's Website.
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Word-of-mouth marketing is often considered one of the oldest and most powerful forms of advertising. In fact, most business people 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% of your business exclusively through word of mouth! The key to creating a successful word-of-mouth program as part of your daily activity, lies in developing a formal plan for systematically meeting people and cultivating relationships with them. Here are 15 ways for you, or the sales people 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 who has just started a business.
3. Consciously select at least three business or networking groups to join in the next three months. These groups might include chambers of commerce, community service groups and trade associations.
4. Diversify your activities. 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.
5. 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-you’s on a bulletin board in his waiting area to all his patients who referred patients to him the previous month.
6. 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.
7. 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.
8. 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 whom 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.
9. 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.
10. Right after you meet someone and exchange cards, take a few moments to flip the card over and jot down a couple sentences 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.
11. If you have a large enough office, volunteer to throw a mixer or other event at your office to get exposure for your business. This is particularly effective around the time of year employees get to choose their own insurance. Also, opening your office up to another organization, such as the chamber or your networking group, fosters your developing image of being a “gatekeeper,” or person who serves to put others together with the intention of developing referrals for everyone.
12. Talk less and listen more. Remember that a good networker has two eyes and one mouth and uses them accordingly.
13. 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.
14. Monitor the referrals you give and receive. This tells you how often you are giving referrals and to whom. Having this information helps you focus on helping people who have helped you in the past. It sets up the reality of the “two-way street” nature of word-of-mouth marketing.
15. If you have the opportunity to distribute your materials to clients or at networking meetings, do it. Bring brochures, newsletters and other information about your company and your products and services. If people can see, touch and hear things about your product and services, they’ll be more likely to use you or refer you to others.
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!
Called the father of modern networking, Dr. Ivan Misner is a New York Times bestselling author and Founder of BNI (www.bni.com), the world’s largest business networking organization. His latest book, Truth or Delusion can be viewed at www.TruthorDelusion.com. Dr. Misner is also the Sr. Partner for the Referral Institute, an international referral training company (www.referralinstitute.com). He can be reached at misner@bni.com .
Making WordofMouth Marketing Work - To learn more about this author, visit Ivan R. Misner's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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