pREFERed
“Jane Smith told me about your company…” (We love Jane! Here’s why.)
Think fast! What is, hands-down, the most powerful and connective form of marketing? The most powerful and connective form of marketing is (drumroll, please): Word of Mouth. People trust word of mouth more than advertisements, and prefer advice from real people about real experiences rather than taking a gamble on unknown companies.
For example, imagine yourself walking by a sign that says, “We’re a great company! Hire us!” And you walk by. Now imagine that your friend/business associate, Jane, tells you, “I’ve worked with this company for years! If you’re looking for X, you’ll be very happy with the way they X, X and X.”
You do, indeed, need X, and Jane says this company is great…You contact the company. (Obviously, the second scenario is ideal.)
Looking to achieve more Word of Mouth? Implement Jane a.k.a. A Referral Program.
Finding Jane: Some businesses build incentives for any/all customers to refer others (i.e. Direct TV Refer a Friend Program, receive $10 off your bill). Others ask a key group of long-time, loyal clients to participate in
their referral program. Generally, IMD recommends the latter. How does your referral program work?
Will you, Jane? How do you ask a client to participate in your referral program? Ask them! Call them, send them a card, take them to lunch! Be clear that you appreciate and value their loyalty to your company, and you are hopeful that they will spread the word about your services to new and exciting prospects. What’s your method for asking for participation in your referral program?
Thank You, Jane: Special discounts, rewards based on the number of referrals, gifts tailored specifically to your referring client – options abound, but the point remains the same: Rewarding clients for their referrals is crucial. Your referring clients have extended a favor for your company. Ensure they feel appreciated. How do you show your appreciation to referring clients?
You and Jane Both Gain: A referral program is intended to systematically boost word of mouth and positive referrals about your company – while also creating opportunities to reward Jane (your loyal clients) for referring your company. It’s a win-win situation for both Jane and your company. Is your referral program feeling win-win? If not, what needs to happen?
Bottom Line: Word of Mouth is, hands-down, the most powerful and connective form of marketing. Systematically building a team of people willing to spread word of mouth about your company – is, hands-down, pREFERred.
