If you’re “of a certain age,” you probably remember that famous Breck shampoo commercial that showed a woman who loved the shampoo so much that she told two friends, and they told two friends, and so on and so on. At the time, I just thought it was a cute commercial. I didn’t realize that it’s one of the best examples of how advertising really works.
What do I mean? Well studies by top advertising and research companies like Ogilvy and Nielsen show that 84% of people trust recommendations about products and services from family, friends, and acquaintances more than they do any other form of advertising or marketing! In fact, that’s almost double the percentage who are influenced by the next most influential channel. It really shows the power of people, doesn’t it?
There’s even a term for it now that’s being taught in the top business schools: Word-of-Mouth Marketing, or WOMM. And it is critical for the success of YOUR small business. You can throw all the money you want into advertising and marketing, but if you’re ignoring your client’s experience and the customer service you provide, that marketing isn’t going to do a thing for you.
You would be better off spending more money ensuring that you have stellar systems in place, that you are meeting every deadline, and that you’re handling any issues quickly and professionally. You would influence more people if the clients you’ve worked with can only say “That business is one of the best I’ve ever worked with!”
So what do you think your clients – past and current – would say about you right now to their family and friends? Because studies also show that you’re only one degree of separation away from your next great client! You want people to have something great to say about you – not something less-than-flattering.
Take an honest look at your client experience. Map out every point of contact you have with your clients and decide where you can do a better job of communicating with them, or where you could provide a WOW moment that will knock their socks off. But be prepared – because you then have do that same amazing job for every single client, every single time!
If you provide amazing customer service, consistently and effectively, you’re really going to give your clients something to talk about! And that will help you grow your client list better than anything else you can do!