5 Steps to Effective Word of Mouth Referrals

How to control what people say about you

Word of mouth is when your clients talk about you to other people. Effectively, they are acting as advocates for your business. But sometimes this can be a problem because you have no control whatsoever over what your clients say about you to their friends, colleagues, and family members.

While they may be trying to help you, they may be missing completely the areas of your business that would make the best impression with your potential client

How do you make sure they are not only saying good things about you, they are saying the right things?

STEP ONE: Tell them the right things to say

Have a very clear picture about what you want people to say about you because you need to be able to communicate this to them. It amazes me how often I hear a woolley explanation of what makes an organisation better than the rest.

Have precise, clear answers to questions like:

• What do you actually do?
• And how do you do that?
• Who is your target market?
• What makes you stand out from the crowd?

It is very important that you do not just stick to the business aspect of these questions. A fantastic facial at a great price is not why most people come to you. It is really the conversation, the friendliness, the fact that you remember details about them and that you do special things for them. The personal side of business is the real reason people come to you.

STEP TWO: Ask their opinion

For example, you might say, "We have been looking at how we describe what we do here to others and I would really value your opinion on this. If you were describing our service to a friend, what would you say?"

Probe a little into the answers but be warned - you may get a real eye opener! They may say things you don't want to (but need to) hear. Be brave enough to learn. They may say very little which is revealing in itself.

There is every chance they will focus on the personal side of your business. Remember - it attracts them to you and so it will attract others like them.

STEP THREE: Give them the words

Tell your clients (in a nice way) the words you have found work best. Let them know very clearly what sort of person enjoys coming to you and what has attracted them to you in the past. Encourage them to use solid "feeling" words like "friendliness" and "trust". Tactfully suggest they avoid talking about products or prices.

STEP 4: Teach them how to close

Suggest that the best way of introducing you to a new person is to say, "I will get (you) to call and tell you about it." The point here is that you have permission to call them, which is important because they are most unlikely to call you.

STEP 5: Give your client feedback

If a client finds one potential new client for you, they are the sort of person who will find more. The best way to encourage them is to let them know what happened, thank them and ask them to keep their eyes open for more. They will usually be happy to do so.

Beauty NZ magazine January / February 2008

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